SAN FRANCISCO--(BUSINESS WIRE)--Fifth graph, first sentence of the release should read: Created in partnership with Crispin Porter + Bogusky, the television spots directed by Michael Gracey are irreverent and culturally relevant (sted Crispin, Porter, and Bogesky).
The corrected release reads:
GAP JUMPSTARTS NEW HOLIDAY MARKETING CAMPAIGN WITHENERGETIC, UNCONVENTIONAL MESSAGES INVITING CUSTOMERS BACK TO ITS STORES
Gap Returns to Holiday Television after Three-Year Hiatus
Building on the momentum of the 1969 denim launch, Gap launched a new holiday marketing and advertising campaign last night designed to be uplifting and inspiring, ultimately drawing more customers into its stores. The campaign offers a fresh voice featuring choreographed dancers and models belting catchy holiday cheers about defying convention, and captures the essence of Gap’s roots but also looks forward with an optimistic eye on America.
Called “Holiday Cheer,” the multi-faceted campaign sets an optimistic tone and encourages customers to break from convention by wearing Gap clothes however they want and celebrate the season in their own individual way. The Gap campaign highlights dancers wearing Gap’s holiday product line inspired by “classic cozy cabin” – an urban unconventional modern take on the coziness and comfort of the American log cabin.
“When Gap is at its best, we connect with culture and this campaign taps into the pulse of how Americans are living their lives today,” said Gap North America president Marka Hansen. “We are sending a strong message that we’re proud to offer cool, American design with products that will stand the test of time -- something we believe will resonate with shoppers this holiday season.”
The TV spots include lyrics such as “go classic tree, go plastic tree, go plant a tree, go without a tree” and first aired on November 12, along with print, outdoor, in store, online advertising, and digital elements including a microsite.
Created in partnership with Crispin Porter + Bogusky, the television spots directed by Michael Gracey are irreverent and culturally relevant. Gap collaborated with recording artist and producer Pharrell Williams to develop the musical backdrop for the TV spots.
The compelling campaign aims to create a unified voice to connect Gap brand with customers whenever and wherever. The fun and catchy cheers invite customers to not only break from tradition but also talk about specific product offerings. To further engage with customers, customers can visit cheerfactory.com where they can create 10 customizable holiday cheers that they can socialize and share on Facebook, Twitter, and YouTube. A live Gap вЂ
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