One of the big TV campaigns over in the US right now is for Old Navy - the clothing brand, as opposed to some kind of senior branch of the floating military. It’s actually pretty hip as a fashion statement (but then, what do I know?) and well thought through on lots of marketing levels, with an interactive website and real efforts to engage the consumer. Nice, joined-up marketing.

You can see an extended version of the ad here. Attractive young lady trying on her Old Navy clothes and accessories, goes out and starts walking down the street, sees a pay phone and is reminded that she needs to make a call. She stops, fumbles for a coin and passing hunk pops a quarter into the phone for her, smiles winningly and coolly sashays away, leaving the girl to dial her number.

Except….when is this meant to be? 1950? What cool young chick would leave home without the latest mobile phone? Why would she consider using a pay phone? How can this resonate with a twenty-something audience?

Maybe, I’ve missed some subtle cultural homage in the short film that some ad hack thought was deliciously retro. I doubt if I have, but if so, won’t most of the audience too?

Can’t wait for the follow up - perhaps the girl starts programming a mainframe with punch cards.