The first of the commercials will air Wednesday night and will feature Poehler as an attorney, and when a job candidate enters her office she gets sidetracked by the candidate's outfit -- obviously Old Navy clothes. The campaign takes inspiration from a successful Black Friday ad with Melissa McCarthy, where she runs off the set of a game show to buy some Old Navy clothing.
"There's something about creating a sense of urgency around the product and this reaction of, 'I just have to run out there and get down to Old Navy,'" said Ivan Wicksteed, global CMO at Old Navy. "It's a format for TV that works for us."
The company approached Poehler with different scenarios and let her go through them and decide the ones she liked.
"Amy is protective of her own brand and thinks very carefully about who she wants to work with. I think that was an important consideration in deciding to work with us," Wicksteed said.
For fiscal year 2013, the brand reported a 2 percent increase in same-store sales globally, compared to a 6 percent increase the year prior.
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