The raucous bluegrass brothers maintain their dignity while schilling for The Gap as part of the retailer’s Fall 2012 “Icons Redefined” campaign. The 30-second spot features Scott and Seth singing a snippet from ‘Live and Die’, the new single from their upcoming album produced by Rick Rubin. The Carpenter comes out September 11th.
Good for them if it means the band can keep doing what they do, but if this somehow ruins them or earns them a terrible new fanbase (yes, there’s something communal about The Avett Brothers and their fans) I will never forgive The Gap. [via buzzfeed]