How Do You Feel About Old Navy’s Booty Reader?


This morning, I saw this commercial for Old Navy jeans. In it, a row of women submit their butts to the scrutiny of … the Booty Reader. An Old Navy store has been quasi-converted into a state fair, where the aforementioned Booty Reader is like the old woman fortune teller in a glass case who predicts your future and doles out cards. Only, this time around, the fortune teller is played by one of those Old Navy mannequins, and if you bend over and stick your butt in her face, she issues proclamations about your jeans-clad butt like, “Those Sweetheart jeans make your booty smile from cheek to cheek.” That prompts all the other mannequins to start talking about their smiling booties and “happy booties.” Frankly, I don’t even really get what happens at the end, other than the Booty Reader falls over, I think from being overwhelmed by all the booty talk. When I watch something like this, I always wonder how much the company spent to make it — like, a million bucks, maybe, to come up with the concept? And how many meetings took place in which a group of serious-faced ad people considered all the different ways butts could be discussed in this commercial, including the “happy booty” idea? My butt is frowning over these questions. Update: Racked notes you can upload a photo of your butt to Old Navy’s Booty Reader website for a “booty reading” to find out what jeans are best for your derriere. It’s like American Apparel’s butt contest! Except, you know, not.

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