A little more than four years ago Spike Jonze‘s phenomenal “Pardon Our Dust” Gap ad was first shown. In late ’05 I called it one of the most outrageously brilliant TV spots I’d seen in a very long time. It was supposed to be about the coming of a new design for Gap stores, but was obviously about something more. With Edvard Grieg‘s “Peer Gynt Suite” on the soundtrack, it’s about rebellion, revolution…a Fight Club-ish rage against corporate cultural domination.
It’s still one of the most radical TV spots ever — a subversive thing that Stanley Kubrick might have cooked up. The idea that a major corporation funded this in order to sell “product” is mind-blowing. What TV ads over the last four years have double-tracked quite as brilliantly?