See this Gap ad with Anjelica Huston? How would you describe her look? Stylish? Sophisticated? Exceptional? Not according to Gap, which, as you can see, chooses a more unlikely word: Normal.
"Finding your own version of 'Dress normal' is an art," Seth Farbman, Gap's global chief marketing officer, says of the brand's fall campaign from Wieden + Kennedy New York.
"My normal is different from your normal, and that's the essence of the campaign."That's right, Gap is redefining the concept of normal from that of a collective norm to an individual belief. In other words, it now believes in normal relativism.
