WHAT: Old Navy’s "Fight Night" ad.
WHO: Old Navy, Chandelier, Amy Schumer
WHY WE CARE: Schumer’s rise has been fun to watch. Her stand-up career launched her to Comedy Central and Inside Amy Schumer, and as that show came into its own, she became the sort of star who could headline a movie like Trainwreck—which, in turn, brought her to the point where she’s a viable celebrity pitch woman, doing her thing in ads that might have previously starred someone like Julia Louis-Dreyfuss or Amy Poehler. In "Fight Night," Schumer plays the same version of herself that she often does in her stand-up—she’s clueless and shallow as she strolls up to the ring for a celebrity boxing match against an opponent who’s fiercer than she anticipated.
Over the "Eye of the Tiger" riff, Schumer hams it up for a minute before the pitch—Old Navy is giving away $100,000 a day and offering discounts up to 50%—gets shoehorned in there. Old Navy’s celebrity campaigns have walked the line between cheesy and clever for a while, and this one definitely lands on the "cheese" side of that divide—but as Schumer’s media presence just gets larger, a few duds are to be expected.