Gap is revisiting a winning formula for its 2025 holiday campaign, blending style, nostalgia, and a feel-good soundtrack.
The retailer unveiled the second chapter of “Give Your Gift,” which it introduced last year with a choir of creators and rising stars. This year’s ad is “bigger and more cinematic” with an expanded cast, said chief marketing officer (CMO) Fabiola Torres.
Dressed in Gap’s cozy knitwear and scarves, the new multigenerational choir spans ages 8 to 72 and is led by 20-year-old London singer-songwriter Sienna Spiro. They sing a reimagined version of Miley Cyrus’ 2009 track “The Climb,” turning the nostalgic song into a message about strength and connection.
“Last year’s ‘Give Your Gift’ campaign resonated because it celebrated what people love most about the holidays—connection, togetherness, and community,” Torres said. “[The choir] represents what Gap stands for: bridging generation gaps through style and music.”
The ad was directed by Bethany Vargas and photographed by Bjorn Iooss, the creative duo behind Gap’s viral “Better in Denim” 2025 summer campaign starring global girl group Katseye.
Gap’s holiday collection, particularly its CashSoft knit, is on display in the campaign, which will run across digital, social, video, and in stores.
A winning formula
The holiday campaign typifies Gap’s revamped marketing strategy of harnessing “classic Gap nostalgia, but through a modern lens,” Torres said.
“Through our marketing strategy, we aim to uplift creators and empower them to share their gifts with the world,” she added.
Recent ads have revived its famous dance format from the 1990s and early 2000s, while collaborating with high-profile stars who appeal to both younger and older audiences. Over the past two years, it’s enlisted brand ambassadors including Gwyneth Paltrow and her daughter Apple Martin, Parker Posey, Troye Sivan, and Tyla.
