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Harking back to its famed choreographed ads of the past, the Gap chain launched its fourth music-themed commercial since last year called “Feels like Gap,” featuring quirky actress Parker Posey dancing freely.
Posey, who has returned to the spotlight with a major role in the current season of HBO’s hit series “The White Lotus,” is known for her roles in ‘90s independent films like “Dazed and Confused,” “Kicking and Screaming,” and “Party Girl.”
In the ‘90s and ‘00s, Gap’s iconic ads included one featuring Madonna and Missy Elliott in their prime (shown below) as well as other stars like Sarah Jessica Parker, LL Cool J, Aerosmith, Run-DMC, and Daft Punk, along with its famous choreography ads backed by records like Depeche Mode’s “Just Can’t Get Enough” and Bill Withers’ “Lovely Day.”
Posey’s 90-second “Feels like Gap” spot sees the actress moving freely along a group of dancers to METTE’s “Mama’s Eyes.” The video is paired with a group of artful photos, featuring the actress in a variety of Gap’s Spring 2025 essentials that play up soft fabrics, relaxed silhouettes, and versatile styling options.
“Feeling comfortable is the ultimate confidence,” said Mark Breitbard, president and CEO of Gap, in a statement. “Our Spring collection with softer-than-ever essentials is designed to empower you to move freely and authentically. True style starts with feeling good in what you wear — Parker is unapologetically herself — a true Gap original who inspires others to embrace their originality.”
The campaigns arrive as the Gap chain in the third quarter marked its fourth consecutive quarter of positive comps and the sixth consecutive quarter of market share gains.
Richard Dickson, CEO of Gap Inc., said on the company’s second-quarter analyst call last year that the flagship chain’s revival has focused on “reigniting Gap's leadership in trend-right products and creative expression through big ideas and culturally relevant messaging, returning to our roots as a pop culture brand.”
Energetic dance ads were also the theme with Gap’s Spring 2024 “Linen Moves” campaign starring South African Grammy Award-winning artist Tyla and its Fall 2024 “Get Loose” campaign featuring Australian Grammy Award-nominated artist Troye Sivan. Both executions were focused on Gen Z and earned wide coverage.
On Gap’s third-quarter analyst call, Dickson said the “Get Loose” campaign “was amplified by storytelling around the loose trend and achieved a share increase in denim with positive customer feedback on both the product and communications.”
Dickson also called out Gap’s “Give Your Gift” Holiday 2024 campaign that featured a group of singers and artists performing an a cappella version of Janet Jackson’s hit “Together Again.” He described the execution as “one of our most innovative campaigns to date” that “received a great response with a creative expression that is signature Gap.”
Other efforts supporting Gap’s revival include collaborations — including ones with three Los Angeles-based fashion brands: DÔEN, Madhappy, and Cult Gaia — that are helping drive new customer acquisition. Dickson said, “Our campaigns and collaborations are attracting a new generation to Gap while, at the same time, reinforcing the brand to those who have loved us for years.”
Dickson said with both product and marketing steps making progress, a next focus for Gap brand’s “reinvigoration” stage is focusing on the customer experience. He said, “More specifically, we are improving the digital dialogue and continuing to enhance and evaluate our store experience through service and aesthetics and are running several tests around the country, including at our Fifth Avenue Flatiron location in New York.”