Back in 1997, I was mesmerized when I first saw this advert.
The power of great advertising helped reaffirm this Gap staple among Generation X. Gap reached out to young consumers by enlisting Hype Williams to produce this commercial. The then 26-year-old director had made a name for himself directing promos during the golden age of hip hop and R&B.
The likes of the Notorious B.I.G., Total, Missy Elliott and R. Kelly were products of the ‘Hype’ effect; glossy and visually-arresting videos shot with a fish-eye lens that distorted the view around the central focal point.
This advert is like a compact music video. With a group of street-smart dancers jamming to a mash-up of Bill Withers and Unlimited Touch, it captured the attention of young and old and asked them: ‘Do your Khakis have soul?’
♫ Bill Withers – Lovely Day