Planning and buying for mostly print ads, I’ve recently noticed the Gap ads running in the February issues of Women’s fashion magazines, the ones you’d expect. But what surprises me, and is potentially why I’ve taken such notice to the ads is their recent creative featuring a pink background and the slogan, “enjoy being a girl.”

The Gap is definitely a brand famous for reinventing itself over the years--from a store for the classics (ie jeans and the perfect white t-shirt) to a trendier selection that did not fare so well against the high-fashion competition, back to an established brand with both wardrobe basics and some fashion-forward looks--but at all stages the store has appealed to both men and women. Of course campaigns and creative are tweaked to the medium they appear in (we run our Tiffany watch message in men’s books and jewelry/fragrance message in women’s books), but with such an obvious, gender-specific message (the slogan specifically) I’m curious to see how such a campaign will help or hurt the brand.

Is there a separate male message to complement it that I haven’t seen? Are women their current priority? I’d love to hear your thoughts and insight on the campaign either based on opinion or strategy you’ve heard.