Kirkham described Gap’s casting and creative choices as a “masterclass in talent.”
“If you find and use the right artist, then most vital is to bake them into the fabric of the campaign from the start, so that they’re as much the author of the piece and bring together just the right ingredients,” he added.
Everett and Dickson’s experience in content and collaborations meant that Tyla and Jungle were involved in the creative process from the start.
The “Water” singer, known for her standout red carpet looks, said she added a waist belt and boots and wore her hair in braids to “mix both Gap and Tyla’s worlds” together on the day of the shoot. She also curated in-store playlists for the advertiser part of the campaign.
“[This credibility] is vital to ensure that it lands in the right communities, creating the right conversations,” Kirkham said. “Without such solid foundations in music, it would otherwise flounder in today’s high-speed content space, where audiences ruthlessly filter [brands] out.”
Influencing a new generation
Kirkham believes Gap is following the Strauss–Howe “20-year-rule”—where fashion cycles repeat every two decades—pointing to comebacks driven by TikTok like the post-Saltburn success of Sophie Ellis-Bextor’s Murder on the Dancefloor, or the Netflix revival of David Nicholls’ 2009 book, One Day.
“In this instance, paradoxically, it was the original brand TV ad that provided the spark of inspiration for the music video to come, where Gap’s 1998 ‘Khaki Swing’ spot influenced a generation,” he concluded.
Marc Allenby, co-founder and chief creative officer at ad agency Hijinks, praised the work for playing into the historic tones of the iconic Gap dance ads of the 90s through a 2024 lens.
“The trend of bridging entertainment and advertising together is apparent here. Using an artist/creator is smart. That itself reaches a new consumer and reconnects the brand to that new demographic,” he said. “The styling is beautiful, the track is sticky and it’s an ad I’d happily watch over and over; I’m excited to see an old icon become a new one again.”
The clothing collection featured in the ad takes Gap back to its unique selling point, too: staples that are versatile, utility-focused and easy to pair with what’s already in consumers’ wardrobes.
The ad will run across digital media, out-of-home, video, social and Gap brand channels. “Stay tuned for more updates as we continue to inspire and empower individuals to express their own originality,” the brand teased.
Leila Fataar, founder of marketing shop Platform 13, agreed that the initial spot ticked an aesthetically cool and effortless box, reminiscent of the brand’s golden age. Despite a good start, she said, success will depend on adding depth in extra ways moving forward and working with original talents and creators across a variety of categories.