 Magic
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.
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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