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Compared to the AE ad from a few weeks ago, it shows the movement of the denim in a fun way while also being shown off by a very diverse and inclusive girl group. It may be more simple in concept, but the idea gets across well.
Ya it is.
It works for gap. That’s kind of their thing.
Chief
That’s one of the only times I‘ve seen a fashion brand do something cool. Granted it wasn’t conceptual (fashion never is) but that spot directed by Michel Gondry was so visually groundbreaking at the time and it still is really cool to look at.
It’s fashion. Standard operating procedure for the category
I’ve got a feeling it’s not a response to American Eagle and is just what otherwise would have been a generic spot they’ve had in the works for likely since long before the Sydney Sweeney ad.
They happened to get lucky and drop it at a time where in societal context it felt like a bigger statement than it actually was intended to be
Bingo
I love it. Fashion ads don’t always need a ‘concept’. And a dance to Milkshake has been trending on TikTok lately, which I’m sure happened well after they bought this song (lucky accident) but it feels current because of that.
I’m outraged by it!
I just wish they had done something cool with AI. That would’ve made it cool 😎
To add, the dance is currently going viral on TikTok with everyone making their own videos with the choreo and tagging Gap etc. I’ve cut dance ads before and they always want this to happen and it never does. It’s a big win for Gap whether or not you like it.
I just saw this post on LinkedIn and immediately came here to see if the sentiment is the same. Seriously. A calculated throwback? A statement? And pulling off denim as pop culture?
Also, was there no other song they could use other than Milkshake? It’s almost as played as AC/DC’s Back In Black and Fleetwood Mac’s Everywhere.
People say they “loved every second of the ad.” I was bored 30 seconds in.
KatsEye? So in other words, Gap stole one of 100 United Colors of Benetton ads from the 90’s and put their logo on it. “Brilliant.”
its just a 90's revival that everyone misses about the brand they are trying to channel the old ways
It’s United Colors of Benetton
executionally it’s fun and diverse. Nothing ground breaking or conceptual. The AE thing was just bad and in poor taste so it’s a smart move without leaning in too deep, but contrasting what everyone didn’t like about the AE thing just enough to not be pandery but self aware.
I think it's funny that it's just more skinny beautiful women and we're acting like it's something new and fresh for the world of fashion
Look up who they are and how famous they are. And then realize you’ve reached the get off my lawn age.
It might just be a dancing ad in execution but the social context in which it released gives it star power. Makes Sydney Sweeney & AE pale in comparison.
Do you know who the women are?
Link!
https://youtu.be/IwzF26o0AuU
🥱
Gap share price +4%, AE still up 25% from just before the campaign. I’d say AE had the better campaign as long as you agree that advertising’s purpose is to grow business.
I like it. It’s well done dance video. The Benetton diversity feels pandering but whatever. It’s only an “own” on AE because the people calling it that see whiteness as some bogeyman that needs vanquishing by *checks notes* even thinner and more conventionally attractive women?
It's a safe response to AE's white supremacy play and it follows up on their successful spot with Troye Sivan. Made sense to me.
It’s not a response. This was made before AE’s debacle. The timing of the release is mere coincidence. I wish people would stop attributing this to some proactive stroke of genius