Gap has just released its latest campaign for GapKids to ring in the school season.
Created with agency Invisible Dynamics, the latest marketing effort is a celebration of confidence and self-expression that inspires kids to be themselves through dance, fashion, and music.
It stars a cast of artistic youths, who appear in social media ads as well as a hero film directed by Charlie Di Placido titled "Just dance."
Furthermore, the campaign features the brand's freshest fashion pieces highlighting GapKids' latest styles, including:
- Baggy denim cargos
- Elevated hoodies
- Rugby shirts
- Sporty shorts
- Varsity jackets
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The spot begins with a stage in a school gymnasium, where the kids bust a move to the classic song "Canned Heat" by Jamiroquai.
After each kid gets their own time in the spotlight, they group up for a choreographed performance.
Suddenly, an off-screen director calls "cut," being satisfied with the dance number.
The director is revealed to be none other than actor Efren Ramirez, best known for his role as Pedro in the cult comedy classic Napoleon Dynamite.
Next to him is the choreographer played by Jon Heder, who held the titular role in the same film.
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The two exchange opinions on the performance, aligning their creative visions.
"That was sweet," Ramirez says.
"Yeah, it was sweet. It was a little too sweet. We need to crustify it," Heder chimes in.
The spot ends with Efren joining in on the fun as he dances with the kids. The duo's surprise appearance is a clever reference to an iconic scene from Napoleon Dynamite, giving the spot a nostalgic feel.
"We appreciate everyone involved making this" said Ramirez in a statement to DesignRush.
"It was such a joy to bring back the memories to pass onto the next generation! Upward and onward & keep on dancing!"
"Working with Gap on this campaign was very special for me, especially as a dad," Heder said in a brand statement.
The actor continues, saying that the back-to-school season can be a "daunting time," and the campaign is meant to encourage children to "celebrate their superpowers and dance like no one is watching."
The campaign will run across social media starting July 23, and includes a moving lookbook.
A Pleasant Surprise
The spot's energetic and optimistic nature represents a bold new step in GapKids' brand.
Gap CEO and President Mark Breitbard emphasized the campaign's commitment to helping the next generation of children find a unique style that parents will also love.
According to a new survey commissioned by the brand, 86% of parents found that their child's confidence increased when expressing their creativity through fashion.
Meanwhile, 85% believe that their children feel better about going to school when they get to pick out their own clothes for the first day.
Finally, the survey found that 87% of parents could identify a boost in their child's confidence when they could be themselves through dance and music.
GapKids' renewed commitment to childrens' individuality underscores the retailer's understanding of youth branding.
And by bringing back two of Napoleon Dynamite's stars in its spot, the brand remains to be relevant in today's pop culture zeitgeist.
Last month, Jon Heder appeared as Napoleon Dynamite in a campaign for Tater Tots to mark the film's 20th anniversary.
