Gap and the holidays goes to together like Crosby and Hope. Yes a reference that many born of the digital age will have to lookup, but never the less true. One part crooner, the other part wink, and all smiles.
To celebrate this seasons festivities Gap has once again teamed with agency Yard NYC and Chief Creative Officer Stephen Niedzwiecki to find their voice for their Holiday 2018 ad campaign and film. That declaration came through a soulful rendition of Heavy D & The Boy’s original version of “Now That We Found Love,” sung by frontman Leon Bridges.
“There is an increasing trend – a ‘kind renaissance’ as a response to the edgy political climate in which we find ourselves. If there’s one thing we can do in the face of all this anxiety, it’s to spread love, kindness and generosity; to give others – and ourselves – a lift. And Gap has always been an optimistic brand with the ability to do just that – using color and music to spread love especially at the holidays. We captured this sentiment through the fusion of Leon’s mesmerizing voice and contagious spirit that’s all about bringing the warmth of soul to a whole new generation. The feel-good energy of a cross-generational cast dancing in varied styles across colorful stripes brings it all to life in a distinctly Gap way.”
– Stephen Niedzwiecki, Founder/ Chief Creative Officer, Yard NYC
“For Gap, holiday is all about the feeling of giving and coming together to celebrate the season with loved ones,” explains Craig Brommers, Chief Marketing Officer, Gap. “This year especially, we want everyone to feel the love by lifting spirits with Leon’s harmonious take on this ‘90s anthem. Leon’s soulful voice and charismatic rhythm, styled in Gap’s signature crazy stripes, created an undeniable energy brought to life in this moment of positivity and cheer, bound to spread love.”
Niedzwiecki and Brommers are both on point as far as The Impression is concerned, especially in recognizing the role brands with as much communication impact as Gap have on the social conscious. Launching on November 1, the campaign in no small play, spaning television, mobile, social, in store and digital. The television spots will air on major networks and will be incorporated into high impact moments, including digital takeovers on Vevo, Hulu and Spotify with priority on live viewing moments within the NFL and other seasonal programs.
For many, Gap represents fashion’s only narrative they will come across until another NFL season brings them and their loved ones back together. Gap in many ways, serves as fashion’s communication ambassador and we are grateful they bind such good tidings on our behalf. May their stripes pave the way to a healthy and financially rewarding holiday season.