Say what you will about Old Navy, its ad team knows their audience. They got the attention of late-twenty-early-thirtysomethings with a Blossom reunion, a 90210 reunion, and now they've brought America's Sweethearts: 1997 Edition to the small screen and crammed 'em inside of a boombox. That's right—Backstreet's Back!
The newest Old Navy ad features the Backstreet Boys and their hit song "Everybody." Because what better way to let consumers know that Old Navy skinny jeans come in more sizes than to have Brian, AJ, Nick, Howie, and Kevin sing about it? (You know you know their names too. Remember when we all went to see them in concert in 1999? Just me? Whatever, your loss.) Here's the ad:
The "Rockstar" jeans come in sizes 0 to 20, so while they might not be available in "all shapes and all sizes" as the ad claims, they are available in more sizes than lots of mainstream retailers carry. I'd like to think the Backstreet Boys had a hand in that. I can just imagine Kevin being all, "Make the jeans available in plus and petite sizes and THEN we'll talk about getting in that giant boombox!"
Now the real question: Which '90s group will Old Navy reunite next? Will the cast of Hey Dude push Western shirts? Or maybe Angela and Jordan from My So-Called Life will hawk oversized flannels? My money's on a Clarissa Explains It All leggings sale.