# Manly Fashion Marketing The Old Navy Dress Like A Guy Campaign Takes Aim at Luxury Designer Ads By Jordan Sowunmi | Published 2011-06-11 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/old-navy-dress-like-a-guy References: [psfk](http://www.psfk.com/2011/06/camp-kings-work-for-old-navy-pokes-fun-at-fashion-ads-video.html) & [facebook](http://www.facebook.com/oldnavy?sk=app_223712514321563) Commercials for some [high-fashion brands](https://www.trendhunter.com/trends/salute-the-detail) feature some of the most bizarre, disjointed and ridiculous marketing I've ever seen, and the new Old Navy 'Dress Like a Guy' marketing campaign takes direct aim at these ads. The ad, developed by San Francisco-based ad folks [Camp + King](https://www.trendhunter.com/trends/rodeo-at-the-racetrack) and launched today, features a series of high-cheekboned male-model types alternatively posing and writhing in a way endemic to high-fashion commercials. The clothing in the Old Navy 'Dress Like a Guy' ad also accurately reflects the pretentious clothing that seems to dominate these ads. At the end of the commercial, a message implores viewers to "Dress Like a Guy, Not THIS Guy" and points an arrow at a particularly jerky-looking male model. The campaign hits on a real issue that both men and women can relate to and has all the markings of an advertisement likely to hit [viral video status](https://www.trendhunter.com/trends/the-club-campaign). ## Trend Insights (Trend Hunter) - Score: 2.7/10 - Popularity: 18% | Activity: 55% | Freshness: 8% - Audience gender: 90% men, 10% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Commercials](https://www.trendhunter.com/commercials) ## Key Themes ### What's Driving This Trend - **Anti-luxury Fashion:** Opportunity for companies to market affordable and practical clothing, directly targeting consumers who are put off by pretentious luxury brands. - **Authentic Advertising:** Opportunity to create humorous and relatable ads that engage with consumers and communicate the brand's values effectively, not just relying on high-fashion tropes. - **Gender-fluid Fashion:** Opportunity to create clothing that is not strictly marketed to one gender, but instead recognized for its functionality, comfort, and style for anyone to wear. ### Who This Affects Most - **Fashion Retail:** Retailers can capitalize on the trend of anti-luxury by providing affordable clothing that the majority of people can relate to and feel comfortable in. - **Ad Agencies:** Agencies can focus on creating humorous and authentic ads that get people talking and reflect the values of their clients. - **Gender-inclusive Fashion:** Clothing designers and manufacturers can embrace gender-fluidity by creating clothing that appeals to a wide consumer base, rather than confining clothing to one gender identity. ## Related on Trend Hunter - [Redefined Masculinity Branding](https://www.trendhunter.com/trends/tough-guys-soft-sweaters.md) - [No-Nonsense Grooming Campaigns](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign.md) - [Humorous Natural Deodorant Campaigns](https://www.trendhunter.com/trends/every-man-jack-still-smell-good.md) - [Humorous Mens Fragrance Campaigns](https://www.trendhunter.com/trends/axe-campaign.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Humorous Outdoor Apparel Campaigns](https://www.trendhunter.com/trends/engineered-for-whatever.md) - [80s-Style Actress-Approved Activewear](https://www.trendhunter.com/trends/old-navy-active.md) - [Comedic Cruise Spots](https://www.trendhunter.com/trends/its-different-out-here.md) - [Neighborhood-Inspired Campaigns](https://www.trendhunter.com/trends/kotn-fw-2024-collection.md)