• by Sarah Mahoney  @mahoney_sarah, March 2, 2023

Old Navy just keeps those “Written by the Internet” ads coming, with a new spot featuring some dogs headed to the altar.

The latest spot, created by the Martin Agency, stems from listening to online fans, who asked Old Navy what to wear to a dog wedding. It focuses on its spring collection of dresses and squeezes a few other internet-inspired takes, like “vacation dadcore” and “looks to make your ex jealous.”

It’s easy to get distracted by the talent, which includes a hair-flipping Afghan hound, a nervous Dalmatian in a bow tie, and a Pomeranian with too much jewelry. But the company says you’ll need sharp eyes to spot the real star, hidden as an Easter Egg in the final frame: Boobie Billie, one of Instagram’s most beloved dog fashionistas.

The Italian greyhound and Chihuahua cross, with some 265,000 followers,  is known for her impeccable sense of style -- and plenty of shoes.

In addition to running the spot to promote its human fashions, the Gap-owned brand is also set to go deep with the dogs. A spokesperson tells Marketing Daily that the brand invited The Dogist, with close to 5 million Instagram followers, “on set to create behind-the-scenes content with Boobie Billie to amplify the ad and spotlight Boobie’s custom spring looks from Old Navy.”

And Boobie will share more of Old Navy’s micro-dog fashion. 

Old Navy and the Gap have been struggling of late, and observers will be watching its earnings announcement very closely next week. The company has been without a permanent chief executive since the departure of Sonia Syngal last July. In November, it reported a same-store sales decline of 1% for Old Navy, with net sales rising 2% to $2.1 billion.