Great Jeans, Even Better Ad: How Gap’s Latest Denim Ad Danced Into A Cultural Moment
Have you been following the latest battle between brands? This one’s jean-ius. American Eagle recently released a video ad featuring actress Sydney Sweeney, referencing her “great jeans.” Without skipping a beat, Gap clapped back with a scroll-stopping, more inclusive video ad featuring the popular girl group KATSEYE. Both campaigns centered around each beloved brand’s denim collection, but one danced its way to the top. We’re discussing why Gap’s “Better In Denim” ad was successful, what brands can learn from it and how it became its own cultural moment.
What Is Gap’s “Better In Denim” Ad?
In response to American Eagle’s controversial video ad, Gap mic-dropped their own viral one. The 90-second ad features a choreographed dance routine by KATSEYE to the tune of Kelis’s “Milkshake.” The video switched between close-ups to wide shots of the girl group dancing in various denim pieces. While their choreographed dance did most of the storytelling, the video reached a simple, yet impactful close by highlighting the campaign’s tagline, “Better In Denim” followed by the brand’s infamous logo. Simple? Yes. Iconic? Yes.
Why Is It Successful?
Inclusive
Gap’s latest ad campaign garnered worldwide attention, not only because they responded to American Eagle, but because of the way they responded. They started a more inclusive-friendly conversation surrounding fashion by casting KATSEYE, as the Los Angeles group is composed of six members from all over the world: The United States, Switzerland, the Philippines and South Korea. Even their name proudly embraces their diversity since it comes from the cat’s eye gemstone; its unique optical effect symbolizes the girls’ differing cultural backgrounds. Through this casting, Gap flipped the script and rewrote a more inclusive message that their denim is for everyone. No matter your genes, you can wear their jeans.
Informational
The video is both danceable and easily digestible. The ad was released at no better time than late summer. Why? Without saying it, Gap is telling their audience that this is the perfect time to do some back-to-school shopping which, of course, involves buying some new jeans. By showcasing each KATSEYE member in different denim pieces, the video visually educates the viewer on Gap’s products, and creatively persuades them to head to their site to snag their own denim.
Intentional
Along with casting, the song choice was an intentional selection. Easily recognizable to viewers, “Milkshake” features lyrics that speak to the campaign’s response: Damn right, it's better than yours. Subtle, yet clever. This choice even bridges the gap between the Millennial and Gen Z generations. Millennials nostalgically nod their heads as they remember walking their high school hallways in Gap gear, while Gen Z eagerly anticipates learning the choreographed dance their current favorite girl group just perfected. In this day and age, dropping a new dance is sure to encourage audiences to create a viral TikTok challenge. The brand’s CEO, Mark Breitbard, is embracing bridging this cultural and generational gap:
“We navigate [this political moment] by being true to the name of the company — it was named Generation Gap, after bridging gaps between people, communities, generations. And that’s how we’ve seen ourselves.”
What Brands Can Learn
This ad’s viral impact goes to show you don’t have to stray too far away from the marketing tactics that have worked for you in the past. Maybe you just need to add a little trendy twist. When your messaging is strong, the successful outcome will follow. For years, Gap has followed a familiar formula for their video ads, showcasing musical collaborations that feature popular artists like Daft Punk and Juliette Lewis (2001), Madonna and Missy Elliott (2003), and Sarah Jessica Parker and Lenny Kravitz (2004). This time around, they didn’t change their marketing strategy – they reimagined it.
In 90 seconds, Gap did more than secure clothing sales. They combined tradition with trend to create a cultural moment and correct the conversation surrounding inclusivity and individualism within the fashion industry. Like your favorite pair of Gap jeans you wore growing up — this ad fits just right.