Old Navy has launched its holiday campaign with a star-studded spot, per details shared with Marketing Dive. Actors Alan Cumming and Meg Stalter serve as flight attendant and pilot, respectively, on the “Jingle Jet,” where passengers include Paris Hilton, Charli D'Amelio, actor True Whitaker and influencer Vidya Gopalan and her family.
The campaign follows the recent launch of a holiday campaign from sister brand Gap that is centered around music. Taken together, these see the brands sticking to their respective marketing strengths as the holiday kicks into high gear.
Old Navy’s campaign was created with the brand’s in-house team and agency BBH USA. It was directed by duo Adam & Dave, with Academy Award-winner Autumn Durald Arkapaw as director of photography. The ad spotlights fashions starting at $7.99 including sequined dresses, matching pajamas and performance fleece and ends with the value-oriented tagline “More Merry For Your Money.”
“At Old Navy, we believe the holidays should be filled with more fun, more style and more possibilities for everyone. From festive fashion to gifts for the whole family, we’re making it easier to celebrate big without compromising,” said Zac Posen, chief creative officer for the brand in press materials.
The campaign is the first effort launched during the tenure of Old Navy CEO Michael Francis, who stepped into the role on Nov. 2, and the latest example of how the retailer has changed its marketing strategy after a recent sales slump.
“Our marketing has been totally rewired … to create more sharper price points and more value orientation with, of course, the Old Navy narrative that keeps our brands really relevant,” Gap Inc. CEO Richard Dickson said during a Goldman Sachs conference in September.
The Old Navy holiday effort sees the brand re-team with Hilton, who featured in a summer campaign that drove engagement but not traffic, Dickson said at the conference. The brand’s last holiday campaign was in 2024 and starred Jennifer Hudson with a cast of lesser-known characters.
Gap on Nov. 3 rolled out the latest iteration of its “Give Your Gift” campaign, highlighting individuality, creativity and community in an ad that brings together three choirs to sing Jackson 5 classic "I'll Be There.”
“The spirit of this campaign celebrates unity and togetherness. That’s the sentiment we aim to bring to our customers this season, offering new opportunities to engage with our brand and create memorable experiences that bring Gap’s gifting destination to life, both digitally and IRL,” Gap CMO Fabiola Torres said in a statement.
The campaign spans digital, social, video and owned channels and will be extended through immersive shopping experiences, including a multiday pop-up opening in Williamsburg, Brooklyn, this month.
Gap launched the “Give Your Gift” campaign in 2024 with an ad that featured an a cappella version of Janet Jackson’s “Together Again” and returned in 2025 with an ad centered on a cover of Miley Cyrus song “The Climb.”
Gap Inc. comparable sales were down 1% year over year in the second quarter of 2026, with Old Navy down 4% and dragging down overall results at a time when the company's flagship brand Gap saw comp sales increase 10%. The company will release its third quarter earnings on Nov. 19.
