• by Sarah Mahoney  @mahoney_sarah, August 15, 2023

Not everyone takes compliments well. So to promote its fall women's fashions, Old Navy has tapped Natasha ("Poker Face") Lyonne, who finally gives in to looking good in her pants. "Just own it," she shrugs, in ads created by the Martin Agency, adding, "Thanks. It's Old Navy."

Lyonne, who burst on the edgy actor scene years ago in "Orange is the New Black," manages her internal awkwardness while showing off two of the brand's best-selling trouser styles.

A spokesperson for the Gap-owned retailer says the spot is part of an attempt to reconnect with women wrestling with what to wear -- and how much to spend -- in a hybrid work world. "Our female customer has a full, busy life and is searching for aspirational fashion at accessible prices," she tells Marketing Daily via email.

In one spot, Lyonne wears pants that are among the brand's most-beloved classics, with the Pixie collecting more than 4,000 five-star reviews. Taylor, which is newer, also offers a look polished enough to take back to work. Both are priced at less than $60.

Lyonne's quirkiness made her a good fit for this campaign. "Her anti-gatekeeping approach to fashion aligns with our brand mission to democratize style, providing access to aspirational designs at affordable prices," the spokesperson says. "As a brand known for playing in pop culture and creating content with hilarious female headliners, we gravitated towards Natasha's disarming wit and intrinsic confidence to serve as an ambassador of compliment-taking."

In addition to the TV campaign, Lyonne shares the spots and social extras with her 2 million Instagram followers. And Old Navy is also pushing digital content on Instagram and TikTok, including Lyonne's "How to take a compliment" tutorial.

The effort comes as Old Navy continues to push its value message, especially as American consumers appear to be cutting back on apparel spending.

Last month, it debuted a 1-year guarantee for styles purchased during the upcoming back-to-school season, promising a full refund for products that don't stand up to the usual wear-and-tear of a school year.