Gap Heads Back to TV

Gap commercials have always captivated their audience and have used celebrities such as Madonna and Sarah Jessica Parker to raise brand awareness. But you've probably noticed a lack of Gap ads lately.

The retailer has been off the air for about a year. Gap cut back on its ad budget in 2005, spending $106.8 million, a number that's down 35.9-percent from 2004 numbers.

• Gap Ditches Sarah Jessica Parker: Parker Out, Joss Stone In
• Madonna Endorses Gap: Using Venture to Also Promote Children's Book
• Focusing on the Brand: Companies Ditch Celebrity Endorsements

Now Gap is making a commercial comeback with a new ad campaign debuting July 20. The "Jeans Take Shape" campaign focuses solely on Gap jeans.

More on Gap's New Commercials:

The first commercial is shot in black-and-white with silhouetted dancers in everything from jeans to mini skirts. Gap is planning to air future commercials for T-shirts and black pants.

The new campaign marks another change from Gap. After about 10 years of using celebrity endorsers, the company is going back to the song and dance commercials featuring no-names.