SPIKE JONZE | Destroying GAP, collected dollars

Spike Jonze produced one of the best Nike commercials ever, so it's no surprise that the GAP wanted him to direct a commercial for them. His GAP commercial, titled "Pardon Our Dust", which is promoting a massive remodeling of GAP stores, is scored with Edvard Grieg's revolutionary masterpiece "Peer Gynt Suite".

While the executives were okay with the concept of customers and employees demolishing a store (and who hasn't wanted to trash a GAP store), they opted to not use "Peer Gynt Suite" and instead opted for some boring piece-of-shit twangy-pop song. The entire atmosphere and attitude of the video is changed because of the altered music. All of a sudden, the commercial seems kind of tame and ironic and comical, rather than angry and brilliant.

Still, it's a fantastic and energetic commercial. Spike does not disappoint.......

DOWNLOAD: Spike Jonze - "Pardon Our Dust" GAP ad (Spike's Version)
DOWNLOAD: Spike Jonze - "Pardon Our Dust" GAP ad (GAP's Version)

Comments

[Me]

THAT IS THE BEST COMMERCIAL EVER!!!

[Dustin johnson]

This is was written by Evan Fry and he is a mental retard. I hate this spot almost as much as I hate him. Retard.

[Dustin johnson]

oh and I like the other one just as much. so I hate you too now. I hate everyone. I am a bitter resentful old man.

[brett]

wow, the spike version is sooo much better. Too bad they edited in the sound of a 2-stroke dirt bike when the guy was on a thumper.

For those that don't know - consider seeing a 60's muscle car, but the sound is from a souped up civic...

[Poppymann]

Oh yeah, the Spike version is much better. It's typical of the GAP to be afraid of anything other than a follower strategy.
Peer Gynt is a brilliant piece of music, and the GAP will be no better off in a year, than they are today.

Yeah Thumpers. It's like seeing a four-cylinder jap bike, but they edit in the sound of a Harley.

[Ellen]

Spike version= much better. I love the look on the woman's face when she rams her car into the front of the store. "Hmmmmm, what shall I do this afternoon while my kids are at their violin lessons? Starbucks? Saks? No, I think I'll just ram the van into the Gap."

[cj]

does no one else find a GIANT disconnect between employees destroying a gap store (it appears they are unhappy with the neatness and order of the store)and the end message of "pardon the dust, we are building a new store"? Why - because the carbon copies that worked there went postal and wrecked it? A well executed spot for sure - but completely disconnected with the messaging.

[Civil Warlock]

Oh my God. You should be in a focus group, Ellen. Fuck the messaging. I doubt anyone will be mislead into thinking that there was a riot in a store and that's why they have to rebuild. The commercial is twisting the idea of renovation. That's what edgy advertising does. That disconnect helps you remember it. Otherwise it would be like wallpaper. You'd channel surf right past it. It's idiots like you that fuck up ideas that artists know will be effective.
Besides that argument, I'd like to say that the idea still works with both musics. Truthfully, I find it hard to believe the story about "GAP" choosing that final music. The agency makes those decisions. Or at least gives the GAP a short list to choose from. The "Peer Gynt Suite" probably felt a bit too overly used to them. Which I agree with. Not that I agree with the replacement. But I guarauntee that Spike OKed it to some degree.

[Civil Warlock]

correction... I meant to yell at cj not ellen.

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