No more Gap commercials

I really feel like what Amanda wrote seemed to be very valid. DVR has really taken the world by storm...its a great thing, but I don't see commercials anymore, which for us in the design/advertising field can be a downfall. For example this past winter you might have noticed that the Gap, famous for there hot commercial spots choose to not make any for the holiday season and instead create a mini booklet that was placed in major magazines. Their reasoning behind this was that people aren't watching television as much now...or fast forwarding through the commercials, so they were going to make a print piece to replace the expensive commercials. I personally feel as though this idea backfired on the Gap. You would be shocked how many people would come in and ask why they haven't been seeing any new commercials, ones they really loved in the past, some even asking if the Gap was slowing going out of business. I always reasured they...it's the Gap, we'll be around for a long time. So that seems to be a fact that people are still watching commercials. I do like the idea of sneaking advertising into venues you wouldn't think to have them be seen in. As Americans we are so inriched in pop culture so it seems like a very smart idea to incorporate them into other areas. It's all about getting your logo out there!