LOS ANGELES, Jul 17, 2006 / --- Gap goes back to basics this fall with its ‘Jeans Take Shape’ marketing campaign scheduled to break on Jul 20th on television, print, radio, outdoor and online.

The campaign, which features a range of denim styles and silhouettes available at Gap this fall was developed by Laird+Partners, Gap's creative agency and was filmed in New York City.

"This fall, Gap jeans are all about the silhouette," says Trey Laird, creative director of Gap. "It's not about any one wash or particular fit, the news is about Gap's variety of denim styles and range of washes. For the 'Jeans Take Shape' ad campaign, we shot different models and dancers in various looks to bring out the attitude of each denim style."

The 'Jeans Take Shape' television spot is shown in black and white with each denim silhouette highlighted in denim blue colors. The spot is set against Gap's classic white background and features innovative graphics inspired by graphical treatments used in Gap ads in the '70s.

Photographed by famed fashion photographer David Simms, Gap's 'Jeans Take Shape' print campaign mirrors the TV ads and highlights denim silhouettes in pops of denim blue colors against a black and white background.

The print campaign also contains graphics that illustrate the names of Gap's popular denim fits for fall including 'the skinny', 'the boyfriend', and 'the mini'. Print ads will run in August issues of magazines including Vanity Fair, Vogue, In Style, and Rolling Stone.