Gap Harmonizes Well With the Holidays
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Advertiser: Gap Inc.
Agency: In-house
Challenge: Enhance Gap’s trendy image while associating it with holiday cheer.
The Ads: Musical artists perform classic holiday songs in a series of television ads. Johnny Mathis, whose holiday albums are legend, sings “The Most Wonderful Time of Year” accompanied by a 28-piece orchestra. Rufus Wainwright, a cabaret-style performer with an acclaimed first album this year, sings “What Are You Doing New Year’s Eve?” And post-grunge rock trio Everclear performs “Rudolph the Red-Nosed Reindeer.” A spot for BabyGap features adorable toddlers comfortably bundled in Gap clothes and vocalist Macy Gray sings “Winter Wonderland.”
Comment: In using artists relevant to its under-40 customers, Gap comes off as stylish and hip. These 30-second performances exude good cheer; what viewer can avoid warm feelings about Gap? The wonderfully understated BabyGap ad is equally charming. And these commercials are working. Gap is among the top retail performers this holiday season. $$$$
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