Nobody aye claimed the retailing b...

Nobody aye claimed the retailing business is easy. Nobody.

Perhaps more than any other iconic American retail brand, Gap has prov to what degree difficult it is to sustain sales impetus -- when it materializes -- for any fulness of time. Anyone who has followed Gap's fortunes through the past decade or to such a degree knows the company's been up and down several times, as it toyed with different kinds of merchandise and tweaked the in-store experience to make it more exciting to a young and young-at-heart target audience.

Not that extended ago, it seems, Gap was riding a of the present day wave of popularity, but for reasons that probably have everything to do with the merchandise each season, the company's financials have sagged lately. Not disastrously, unless enough to make Gap exec ramp up the marketing machine.

For the first time in a year, Gap is going back forward television to tout its extensive fall lineup of jeans in a wide variety of chops as well as denim skirts, shirts and other items. Until Gap dropp television from its media mix a while ago, the company had been producing a certain nice commercials, though we were not big fans of executions that spotlighted M Chameleon herself, Madonna.

on the contrary in this newest jeans commercial from Laird + Partners/New York, big name celebrities have given way to a collection of extraordinarily agile, unknown dancers moving in carefully choreographed fashion to display up the range of silhouettes and names in the Gap denim collection. We know the commercial was to a high degree carefully choreographed because the modern York Times recently did a painfully detailed deconstruction of the making of the commercial that went onward at length about the attention paid to the emotion

We're here to report all that attention has paid opposite to in a spot that inclines extraordinarily well, and manages to exhibit to off a number of jeans and other gear in a brief 30 inferiors It might be hard to rehearse much about any particular chop because the editing is in the way that frenzied (to match the stone underscoring, of course). But the dancers are all topnotch, and there is fertility of energy to spare in the commercial.

We could have done with les of the animated froufrou that fills public the space around the dancers, however somebody must have thought it would help to add more busy-ness to a commercial that would have been profusion busy without it.

Lew's view: B

e-mail: llazare@suntimes.com

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