• by Sarah Mahoney  @mahoney_sarah, June 8, 2011

In a step away from most retail advertising, the Gap's Old Navy division is uncorking two viral videos that don't promote Old Navy clothes at all--they just make fun of other people.

Tagged "Dress like a guy. Not that guy," the spots are aimed at married men with kids, 25 to 35, and spoof fashion ads in general, and certain guys in particular. The first, called "SuparTool," spoofs the over-the-top high-fashion-genre, complete with too many torsos, men in masquerade masks, and a desolate little lamb who'd rather be somewhere else. A second asks "Are you a Corporado man?," as we see a guy in too-snug khakis tame a rattlesnake with a whip whilst answering his pager.

"The goal of the campaign to is to ignite a humorous conversation with our target customer about fashion and style today," Old Navy spokesperson Catherine Rhoades tells Marketing Daily in an email. "The videos are meant to capture his attention with the fun and humor that's at the heart of the Old Navy brand, and then point him to the products we can offer that can help him stay current without looking like he's trying too hard." Guys can view these products both on the Men's Facebook tab, and within the retailer's mobile experience, both created specifically for this campaign, she says.