New Gap ad features Concord's Avett Brothers

OK, not exactly "Just In," but...

Concord-based The Avett Brothers have hooked up with The Gap for an ad that's part of the retailer's "Fit for Originals" fall 2012 campaign. Scott's on the banjo, Seth's on the guitar, the snippet is from the song "Live and Die." The commercial went on YouTube Aug. 8, but has just started getting noticed.


The Avetts have taken a little heat from fans about the spot, which has some crying "sellout" -- though others are saying hats off to The Gap for showcasing "real" music.

What do you think of the ad?