22 March, 2006

Spike Jonze meets GAP

I came across a GAP commercial, directed by Spike Jonze . Titled "pardon our dust"

In a GAP shop, shop assistants start messing products and displays. They are gradually destroying the shop itself. In the end of the film, a message "pardon our dust, the all-new GAP is coming" appears in the background of the complete mess.

Idea is very unique and very Spike Jonze. Interesting as a commercial. However I could not enjoy watching it comfortably. What do you think of a comapny which vandalises their products produced by the developing countries? The company is GAP, which is always a focus of anti-globalisation criticism. I know that's not the point of this commercial and the company doesn't mean they don't value their products.

I like Spike Jonze, but I'm not convinced...

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