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Boston Advertising Firm Lands Gap Contract.(Knight Ridder/Tribune Business News)
Knight Ridder/Tribune Business News, November, 2000 by Reidy, Chris
Nov. 18--In one new ad from famed retailer Gap Inc., handsomely dressed young folks seemingly float in space like snowflakes.
"Slow down," advises another holiday ad, and a slow-motion snowball fight seems a downshifting from the frenetic pace of previous Gap ads called "Khakis swing" and others that evoked scenes from the famous musical "West Side Story."
The new ads are the creation of Modernista, a small Boston ad agency that is barely a year old and one that includes some alumni from the team at Boston's Arnold Worldwide that produced many award-winning ads for Volkswagen of America.
For much of the decade, the Gap has produced memorable ads with an in-house agency. But after setting fashion trends for most of the late 1990s, the Gap has...
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