The Gap has launched a fall advertising campaign featuring several creators who are proudly independent and have a greater social impact, according to a press release.
Entitled “Individuals”, the campaign capitalizes on the idea of 15 minutes of fame through 15 seconds of video profiles of various ambassadors. These include director Chloé Zhao, director of “Nomadland” and Marvel’s upcoming superhero hit “Eternals”; Lakota actor JaShaun St John, who discovered Zhao; and Nakia Smith, influencer and advocate for the Black Deaf community.
The video commercials that appeared on TV and digitally were directed by Christian Weber, while the portraits of the “Individuals” were shot by photographer Mark Seliger. The Gap continues to bolster messages of optimism and inclusion as the retail category moves through an uncertain phase of the pandemic and prepares for a volatile holiday.
The Gap undermines the concept of 15 minutes of fame by profiling influencers, activists, and artists whose impact in their respective fields becomes lasting. The ‘Individuals’ campaign focuses on short video profiles aimed at capturing the values and aspirations of each ambassador and how these qualities can inspire the wider community.
“These individuals transcend race, gender, age, skills, and talents as catalysts for change and reflect what is possible for everyone,” the company said in the statement.
Seasonal Boost is the latest theme in Gap-based racing and what CMO Mary Alderete calls “American Optimism” has been a pivotal line in her marketing efforts since the executive moved to number one in marketing last year. . The Gap sought to reestablish its place as a cultural touchstone after realizing the shift from consumers to fast-paced competitors and e-commerce sites. Part of this revival is the needle between more modern messages – with a strong emphasis on diversity and inclusion – and exploiting Gap’s status as a traditional brand.
‘Individuals’ highlights iconic pieces from the ’90s golden age of the Gap that have been rediscovered to better suit current trends, with wide jeans and khakis paired with tracksuits, button-up shirts, and jackets. The merchant, along with an ad, filmed another denim ad directed by Weber and choreographed by Jacob Jonas the Company.
Gap Parent Gap Inc. enters the fall season with positive momentum after a brutal retail pandemic. The owner of the banana republic and Old Navy last month reported second-quarter sales of more than a decade, with net sales — a key measure of the category’s health — rising 29% year-over-year. But Gap’s flagship brand is lagging, with net sales of less than 10% compared to 2019.
The Gap still goes to cultural influencers for an interesting and increased sales boost. It has a long-awaited partnership with Kanye West, who completed its first presale in the second quarter, though the company has remained relatively quiet on the celebrity deal, as reported on Retail Dive.