A choir of music creators covers a Janet Jackson classic in "Give Your Gift," Gap's new holiday campaign.
Shot and directed by Samuel Bradley, the ad stars nine up-and-coming musicians performing the 1997 hit song "Together Again" while highlighting the retailer's best-selling CashSoft knit collection.
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In a press release, Gap CMO Fabiola Torres laid out the campaign's aim of meeting customers where they are with engaging content and quality clothes:
"Partnering with the right talent drives cultural connections and builds community with new audiences. This year's campaign champions creators' authentic voices and styles, celebrating their creativity and originality."
Additionally, the brand also made a set of seasonal essentials available, such as cold-weather accessories, party dresses, outerwear, and matching pajamas for the whole family.
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This includes all-new fleece fabrications of Gap denim, shirts, and iconic hoodies, as well as the Extra Heavyweight Fleece designed in collaboration with creator Julia Huynh earlier this month.
The campaign runs across digital, video, social, and Gap brand channels.
Gap's latest effort aims to appeal to younger audiences by partnering up with artists they may be familiar with.
Understanding a target audience is key to choosing the right influencer partnership.
'Together Again' During the Holidays
An 80-second spot opens with nine creators singing in perfect harmony in a simple, stripped-down setting.
It features the combined talents of Amaria, Aneesa Strings, Hana Effron, Lamont Landers, Liamani, Nyjah Music & Zyah Rhythm, Paige Fish, and PawPaw Rod, all of whom are performing together for the first time.
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Completely free of dialogue or story, the ad emphasizes the voices and vibrant outfits of the diverse cast sporting some of Gap's CashSoft pieces, including:
- Crewneck Sweater
- Relaxed Sweater Polo
- Oversized V-Neck Sweater
To complement the film, the brand also shared a short behind-the-scenes featurette on its social media.
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This isn't the first performance-based campaign from Gap this year.
Back in July, GapKids welcomed the school year with an energetic children's dance number that featured stars from Napoleon Dynamite.
A month later, the brand tapped singer-songwriter Troye Sivan to star in a new campaign.
