New Old Navy?

Here's the new Old Navy ad for their sweaters. What is the deal? Why does every song have to do with "calling me baby" or the pursuit of guys? What is with trying to put out a sexy image for a store that provides for the WHOLE family?

Old Navy doesn't just market to teens and adults... they have a huge kids section that their old commercials influenced and displayed. Does this brand really think by endorsing these flirty ads that they will gain success? If so I feel like they are going in the wrong direction... this is the last thing a 40 year old mom of two middle schoolers (the typical target market of Old Navy) thinks about when wearing a sweater. I'm sure they would rather have ads that look fun and energetic, than as if they are supposed to be 20 again. Not to mention the women's wear lines are weak when it comes to attracting young adults. We want more of an individual look, not something cheaply manufactured. Unless for some reason Old Navy has changed their quality standards and just aren't telling their markets, these ads are going to do nothing but hurt the brand.

Oh one more thing! Their slogan? ONLY YOU, only old navy. What?? Old Navy is not about only you, didn't it use to advertise to the whole family? Where did the family go? They should have done a "merge" advertisement introducing their new brand direction.