• by Sarah Mahoney  @mahoney_sarah, February 5, 2015

Gap, which had us at the word “Spring,” has taken to Instagram with a 15-second soap opera to proclaim that #SpringIsWeird. Starring Jenny (“Marcel the Shell”) Slate and Paul Dano, the ad is the first of 12 equally brief installments, which the retailer is billing as “the weirdest love story ever Instagrammed.” Developed with Wieden+Kennedy New York and directed by The Daniels, the ads are also running on dating sites, and will tackle the heartbreak of spring weather, Gap’s latest jeans, and the couple’s strangely converging digital and real lives.