Old Navy Commercials are quite different than those of other department stores. Remember the their tech vest commercials from the 90s? Remember the mannequin commercials from just a few years ago. They even had some this year that featured Mr. T for their Best Tee ever commercial.
Old Navy commercials are usually vibrant and cheery. It’s almost like they are making fun of the perfect households of the past. In this Old Navy Bee Bot commercial they are advertising their new fun floral dresses for spring.
The commercial opens up with a shot of a building, Old Navy Funnovation’s Inc. and the announcer leads you to believe that their hello dresses are being developed their as a result of their chief floral officer. The camera angles makes you feel like you are entering into a secret garden of fun and beauty. The giant supernatural flowers with the colorful bushes make the garden feel surreal and imaginative. The upbeat narrative and accompanying background music give the commercial contribute to this feeling. I want to go there and visit. I want to work there!
The combination of “bee bots” and the technological building suggest to viewers that Old Navy is technologically advanced enough to be developing their product just to meet their needs. While the viewer knows in the back of their mind this place does not exist the visual image plays upon their imagination to make them want to believe it. I want to believe that Old Navy is developing their dresses in a secret garden of fun and that bee bots are flying around pollinating the dress I will eventually purchase with blasts of vibrant colors.
Throughout the commercial there appears to be a sense of movement. The camera is constantly exploring the garden, and the girls who are wearing the dresses are moving by on green pedestals, waiting to pollinated with color. This adds to the feeling of calculated but fun production that Old Navy is trying to show happening there.
Aside from drawing on the consumers imagination and lulling them into a happier place, the commercial also uses humor to draw them in. Joe, who appears to be spraying some sort of pesticide on the flowers is so engrossed in the music and jovial atmosphere that he ends up dancing along as well.
The commercial ends with the girls standing on a platform inside of the glass “hive” of production with the prices next to them. The low prices assure consumers that they too can have these fun dresses for a relatively low price. Old Navy’s slogan also contributes to this “Come fun, Come all”. Anybody can have these dresses. They are not exclusive. They are trying to sell fun to people, and anyone can have it.