Old Navy: Dehumanization of Humans, Humanization of Mannequins

 

The new Old Navy ad campaign brings a new meaning to the Mean Girls' "Plastics". Everyone is familiar with the talking mannequins that have dominated Old Navy's advertising for some time now. A new campaign puts a twist on Old Navy's mannequin idea, but this time humans are also being presented as mannequins. In a reality show themed contest led by talking mannequins, humans compete to be the best mannequin, on criteria such as..

• who can master the "art of standing"
• who will be the best at "wearing clothes"
• who can hold a big "plastic smile" the longest

And quotes such as..

• "get in touch with your plastic side"
• "never give up your dreams of being fake"

This commercial, which dehumanizes humans as wanting to be the perfect mannequins, encourages people (especially young girls) to be "fake" in order to be pretty by placing emphasis on "perfection". Furthermore, it literally removes an element of human spirit which was prevalent in Old Navy ads before, and turns humans into objects and palettes for the clothing.
        Personally, I think this ad is not only creepy but also sends out the wrong message to young girls. Old Navy, enough with the creepy mannequins. Bring back some life to your brand!