Dive Brief:
- Gap’s latest spring campaign draws inspiration from a viral song and accompanying music video from the band Jungle to show off the retailer’s linen apparel, according to a press release.
- New ads directed by Jungle members J Lloyd and Charlie Di Placido feature elaborate dance choreography and fluid camera movements similar to the ones that made the backing single, “Back On 74,” a TikTok sensation last year.
- The creative stars another musician, “Water” singer Tyla, who joins in with the dance troupe and features in Gap’s seasonal marketing materials. Media elements include digital, out-of-home, video and social, while Jungle and Tyla are working with the brand on in-store playlists that will also be available on Spotify.
Dive Insight:
Gap is positioning its spring 2024 campaign around pop music with ads that emulate Jungle’s viral “Back on 74” video. The dance-focused concept aims to show off the flowy comfort of Gap’s linen offerings, such as ‘90s-inspired loose-leg pants and long-sleeved button-ups. It’s also the latest attempt by the retailer to break through with young consumers who have gravitated toward emerging fast-fashion rivals like Shein.
“Back on 74” blew up in part thanks to TikTok, inspiring users of the ByteDance-owned platform to film their own versions of the complex, single-take dance routine. The original music video for the ‘70s throwback tune has 20 million views on YouTube at press time while associated videos on TikTok have accumulated over 1 billion views, per the Gap announcement. Gap used original choreography by Shay Latukolan, who also handled “Back on 74.”
Along with enlisting members of Jungle to develop and direct its campaign, Gap has partnered with Tyla, an emerging artist from South Africa. The 22-year-old charted on the Billboard Hot 100 with her single “Water” and recently secured her first Grammy Award for Best African Music Performance.
“Working with talent who embody the spirit of originality is not just a choice, but a commitment to our brand’s heritage,” said Mark Breitbard, Gap president and CEO, in a press statement. “This campaign pays homage to Gap’s iconic musical ads of the past while embracing the diverse voices and talents that shape our present and future.”
Collaborating with on-the-rise artists might help Gap engage Gen Z shoppers and stem declining traffic and cultural relevance. The apparel marketer has experienced heavy setbacks in recent years, including the collapse of a high-profile partnership with Ye, the artist formerly known as Kanye West, over the rapper’s controversial remarks.
Parent company Gap Inc.’s net sales dropped 6.7% in Q3 2023, while the Gap brand saw net sales dip 15% over the period. Gap is making other moves to rediscover its mojo. Earlier in February, Gap Inc. appointed Zac Posen, a designer known for work around red carpet couture, as creative director and chief creative officer of its Old Navy division. The company reports its Q4 results on March 7.
