Dive Brief:

• Portlandia’s Fred Armisen and Carrie Brownstein are appearing in a new holiday advertisement for Gap Inc.’s Old Navy brand. 
• The two-minute launch spot features the actors sequestered to the children’s table at a friend’s holiday party thanks to their drab clothing.
• The campaign will include a 30-second treatment for broadcast, plus additional episodes throughout the holiday season. 

Dive Insight:

Old Navy is upping its hip factor for the holidays with a new campaign featuring Fred Armisen and Carrie Brownstein, stars of the cult sketch-comedy hit Portlandia. A long-form ad debuted online this week, featuring the pair awkwardly seated at the kid’s table at a holiday party thanks to their boring outfits; a sage child seated with them counsels them on their fashion choices, suggesting Old Navy as the answer.

The Portlandia stars are the latest comedic actors to appear in Old Navy ads as the brand seeks to build its coolness cred under CMO Ivan Wicksteed; other celebrities to appear in campaigns include Julia Louis-Dreyfus and Amy Poehler. Old Navy will introduce a 30-second version of the new ad on Dec. 6, and more episodes featuring Armisen and Brownstein are on the way for the holidays.

Parent company Gap Inc. is pumping more dollars into Old Navy, which is looking more like the prize pony in its brand stable. Old Navy posted improved same-store sales for the quarter ending Oct. 31, while Gap and Banana Republic sales slid. The chain is also planning to upgrade its brick-and-mortar stores.