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 Advertising Mascots - Animals

Magic, the Old Navy MascotMagic the Dog - Scruffy but loveable "spokesdog" featured on a series of TV ads for OLD NAVY, a budget retail clothing chain first launched in 1994. Rescued from a animal shelter, Magic (a 9-year-old Airedale terrier mix) was chosen to become the original Old Navy mascot in 1995. Over time, Magic costarred in some 60 commercials along side such personalities as the flamboyant fashion editor Carrie Donovan with the annoying oversized black-rimmed glasses (died 2001), sultry actress Morgan Fairchild, socialite Ivan Trump, gossip columnist Liz Smith, and actors Sherman Hemsley and Isabel Sanford (as George and Louise Jefferson standing on a beach in Old Navy board shorts).

In one of Magic's first commercials, Magic the dog is paired with a male model who complains because the pooch gets to wear better clothes than he does.

Besides the TV commercials, Magic hobnobbed with TV celebrities at Hollywood parties, and even walked the runways (Yikes! a Catwalk) with stylists and fashion editors. Magic's last commercial was in the Spring of 2001. His owner, Stephanie J. Taunton of San Martin, California operated Bow Wow Productions which offers animal acting classes in San Jose. She and Cheryl S. Smith co-authored the book, "The Trick Is in the Training: 25 Fun Tricks to Teach Your Dog," published by Barron's Educational Series Inc.

Magic the Old Navy Dog

In 2006, Old Navy began a new search for their next canine mascot. Dog owners wanting to apply for the job, could access the Old Navy Website and send photos and "personality profiles" of their cherished doggies. The contest ran from April 24 through May 29, 2006.

Dog owners also had the chance to enter the contest at one of four casting call events held throughout the month of May (beginning Friday, May 5) as the Old Navy casting bus appeared at dog parks, street events and other locations in and around Los Angeles, San Francisco, Chicago and New York City.


"Magic was an important part of the Old Navy family and of our brand's history," said Jenny Ming, president of Old Navy. "We think every dog has a little bit of magic, so we're excited to involve our customers in the search for our new mascot."


A group of celebrity judges -- including Katherine Heigl ("Grey's Anatomy"), Alfre Woodard ("Desperate Housewives"), Malcolm David Kelley ("Lost"), Kristin Chenoweth ("RV" and "The West Wing"), Betty White ("Golden Girls") and celebrity dog trainer Andrea Arden -- will select six finalists who will be featured in more than 950 Old Navy store locations throughout North America -- will select six finalists who will then be featured in Old Navy stores across the country Customers will have the chance to vote for their favorite canine online from June 23 through July 7, 2006. The winner will appear in a seasonal campaign scheduled to run during the fall/winter holiday season.

Here is the ad copy from the Old Navy Website Mascot Search:

"Magic is a lovable stray mutt who went from a shelter to pup icon as the original Old Navy mascot.

Back in the day, he kicked up his paws with Hollywood hotshots. He walked the runway with stylists and fashion editors. He did the party circuit with TV celebrities.

But there aren’t any photo shoots or pup-arazzi for him anymore. Today, Magic lives it up in doggie retirement, filling his dog days with long naps, fancy treats and all the belly rubs a pup could ask for.

And that’s why we need another pooch to fill his paws! So if your pup has dreams of stardom, enter him/her into the contest."


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