March 3, 2025
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Can Feel-Good Dance Ads Help Revive the Gap Chain?
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.”
BrainTrust
Rachelle King
Retail Industry Thought Leader
Carol Spieckerman
President, Spieckerman Retail
Shep Hyken
Chief Amazement Officer, Shepard Presentations, LLC
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Discussion Questions
Will the return of energetic dance and music-themed commercials do much to help the flagship Gap chain recapture its “cool’ and cultural status?
What next steps should Gap focus on to further elevate and sustain the brand’s relevance?
Poll
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Good marketing is part of the change needed at Gap. But it is only one piece of a much wider jigsaw. To complete the picture, many other things need to fall into place including improved ranges, more logical pricing, and better levels of innovation and newness. Some of these areas have started to move forward, but there is a lot more work to do to reinvent the brand. That said, I do understand the necessity to start improving the visibility of Gap and its place in the cultural conversation.
A commercial that evokes emotion, and in this case, it’s about “feeling good,” is a commercial that stands out. No emotion means boring and has the risk of blending in with other commercials and not being noticed. By the way, humor does the same thing. So does a commercial that “pulls the heartstrings.” Commercials won’t necessarily reinvent Gap (or any other brand), but the right promotional strategy could emphasize an image Gap wants to be known for. The merchandise and in-store experience have to match. Over time, if the strategy works, the public will get the message, and the brand’s perception will change.
Nicely said. I had a partner in my consulting business for a while. I was Left Brain. He was Right Brain. I was Data. He was Design. I thought data would win the day, until one day my partner asked me what we manage. Well…sku’s and balance by classification, and sell through, and gross margin, and seasonal conversion, and…… Yeah, yeah…that’s all great, but what we really manage is people’s emotions. It took a second for that to sink in, but he was absolutely right. You are absolutely right. It’s about “feeling good.”
Why not come up with some innovative clothing?
I’ll concede I continually overestimate them.
(I’ll save the serious criticism for the even worse idea(s) I now know will come)
There may be some customers who feel nostalgic and excited while recalling the iconic Gap commercials from the past. Keep in mind that those are people who are age 50 or older.
Others might perceive it as a refreshing and vibrant change that aligns with current trends in advertising. The dancing is readily used by weight loss and diabetic brands, and these ads are popular, but probably not for Gap’s own target markets.
There will be skeptics who question whether these commercials are enough to address deeper issues within the brand. I’m among them.
Gap should consider leveraging social media influencers to reach younger audiences and create authentic connections. Collaborating with popular fashion bloggers or TikTok creators can help showcase Gap’s latest collections in a trendy and relatable way.
Additionally, hosting pop-up events and experiential marketing campaigns can engage customers directly and create memorable brand experiences.
It’s crucial for Gap to maintain brand consistency across all marketing channels to ensure a cohesive message. This consistency helps to reinforce brand identity and build trust with consumers.
By aligning its traditional advertising efforts with innovative strategies like social media and experiential marketing, Gap can strengthen its overall brand presence and appeal to a wider audience.
Looks like it’s back to the future for Gap Ads. If it worked before it can work again, right?
Maybe.
The new Gap prototype in New York City’s Flatiron District was an explosion of color in December, and a wonderful mix of new and nostalgia. This new commercial isn’t anything like the store. It’s bland, the clothing featured in it is bland. We’re supposed to feel good about shades of beige? Nope. You know what’s going to revive The Gap? Clothing that people want to be seen in.
Gap is getting back to their roots with these new dance spots and it’s giving good vibes.
The most important thing for a brand to do is to stay relevant. Sometimes, after years of success, that’s hard to do. Remembering what initially fostered your connection to consumers is always a good start.
Gap is finding success here because music is transcendent. It can pull you in even if you’re unaware of it. For example, for most of this new spot, the audience is unaware they are watching a tv commercial for Gap. But, they are watching. And suddenly, there is a fresh association with Gap that consumers can act on.
It is indeed harder to change a brand’s Archetype or identity than to fix it. The fact that Gap has an identity rooted in culture and music will always bode well for them because culture and music will always be relevant.
Only, Gap has to be intentional and strategic in this space with a culturally relevant expression that does not dimiinish authenticity.
This is a typical nostalgia play for Gap. Unfortunately, I’m referring to Gap’s habit of breathing its own fumes. We’ve had years and years of Gap deciding the brand matters and that consumers should step in line (and catch every reference to the Gaps of decades past). Too harsh? Perhaps. There’s nothing wrong with livening up marketing and sprinkling stardust on top. Yet, as others have pointed out, the merch has to deliver. Gap lost its cool basics advantage eons ago and doesn’t have the fashion cred to fully switch gears. It also happens to be a category-killer, giving Gap little room to breathe. This isn’t about sustaining relevance, it’s about regaining it.
Even if the music brings new customers to the stores, what will they find?
The simple answer to the simple question could be…sure, maybe, possibly…energetic dance commercials might contribute to a rebound of the Gap brand. But the feel good aura of the commercial has to be amplified by the apparel. When the day’s outfit is considered, there has to be a feel good moment in that consideration, and I’m not sure they are all the way there yet. Gap still has a ways to go in embracing a higher level of risk and differentiation. The fun and the energy of the commercial would have been heightened if they had used a whole different level of color. Gap used by be brilliant at managing color.
Great dance commercials are only one part of the message to customers. Then there is the daily email blast. Sometimes several a day. Today’s headline reads, “50% Spring Staples”. 50% off. Spring staples. It’s March 4th. Spring hasn’t even started yet, and we are 50% off. 50% off used to be for season end clearance. Now it’s the seasonal kick-off. That’s not new of course, and it’s certainly not confined to Gap. If a retailer email doesn’t have some kind of promo in the headline, I imagine that readership is not exactly robust. But even if I accept that promo’s and discounts are simply table stakes at this point, I’ll applaud the progress Gap is making and hope that the reinvigorating of the brand helps to re-energize the rest of the middle market.
Feel good dance ads are fun to watch, but do they actually move the needle? Nostalgia grabs attention, sure – but without real product innovation or a better shopping experience, it’s hard to see how this will translate into long-term success.
Marketing is great for amplifying your brand and products, but first you have to differentiate and stand for something. The nostalgia messaging may be resonating for older generations and helping to increase sales, but is it appealing for younger generations and how will it help to drive sustainable growth in a category with such strong competition?
Huge fan! With a caveat… If you can make someone feel something you can make them buy. The caveat is that it can’t just be retro theme focused on Gen X nostalgia. While there is research showing that a lot of gen Z are nostalgic for a period they didn’t live in (the 90s) they also have their own perspectives on how they want to look. So a blended approach to the music theme, mixing old and new in cool new ways, would be interesting to see.
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Good marketing is part of the change needed at Gap. But it is only one piece of a much wider jigsaw. To complete the picture, many other things need to fall into place including improved ranges, more logical pricing, and better levels of innovation and newness. Some of these areas have started to move forward, but there is a lot more work to do to reinvent the brand. That said, I do understand the necessity to start improving the visibility of Gap and its place in the cultural conversation.
A commercial that evokes emotion, and in this case, it’s about “feeling good,” is a commercial that stands out. No emotion means boring and has the risk of blending in with other commercials and not being noticed. By the way, humor does the same thing. So does a commercial that “pulls the heartstrings.” Commercials won’t necessarily reinvent Gap (or any other brand), but the right promotional strategy could emphasize an image Gap wants to be known for. The merchandise and in-store experience have to match. Over time, if the strategy works, the public will get the message, and the brand’s perception will change.
Nicely said. I had a partner in my consulting business for a while. I was Left Brain. He was Right Brain. I was Data. He was Design. I thought data would win the day, until one day my partner asked me what we manage. Well…sku’s and balance by classification, and sell through, and gross margin, and seasonal conversion, and…… Yeah, yeah…that’s all great, but what we really manage is people’s emotions. It took a second for that to sink in, but he was absolutely right. You are absolutely right. It’s about “feeling good.”
Why not come up with some innovative clothing?
I’ll concede I continually overestimate them.
(I’ll save the serious criticism for the even worse idea(s) I now know will come)
There may be some customers who feel nostalgic and excited while recalling the iconic Gap commercials from the past. Keep in mind that those are people who are age 50 or older.
Others might perceive it as a refreshing and vibrant change that aligns with current trends in advertising. The dancing is readily used by weight loss and diabetic brands, and these ads are popular, but probably not for Gap’s own target markets.
There will be skeptics who question whether these commercials are enough to address deeper issues within the brand. I’m among them.
Gap should consider leveraging social media influencers to reach younger audiences and create authentic connections. Collaborating with popular fashion bloggers or TikTok creators can help showcase Gap’s latest collections in a trendy and relatable way.
Additionally, hosting pop-up events and experiential marketing campaigns can engage customers directly and create memorable brand experiences.
It’s crucial for Gap to maintain brand consistency across all marketing channels to ensure a cohesive message. This consistency helps to reinforce brand identity and build trust with consumers.
By aligning its traditional advertising efforts with innovative strategies like social media and experiential marketing, Gap can strengthen its overall brand presence and appeal to a wider audience.
Looks like it’s back to the future for Gap Ads. If it worked before it can work again, right?
Maybe.
The new Gap prototype in New York City’s Flatiron District was an explosion of color in December, and a wonderful mix of new and nostalgia. This new commercial isn’t anything like the store. It’s bland, the clothing featured in it is bland. We’re supposed to feel good about shades of beige? Nope. You know what’s going to revive The Gap? Clothing that people want to be seen in.
Gap is getting back to their roots with these new dance spots and it’s giving good vibes.
The most important thing for a brand to do is to stay relevant. Sometimes, after years of success, that’s hard to do. Remembering what initially fostered your connection to consumers is always a good start.
Gap is finding success here because music is transcendent. It can pull you in even if you’re unaware of it. For example, for most of this new spot, the audience is unaware they are watching a tv commercial for Gap. But, they are watching. And suddenly, there is a fresh association with Gap that consumers can act on.
It is indeed harder to change a brand’s Archetype or identity than to fix it. The fact that Gap has an identity rooted in culture and music will always bode well for them because culture and music will always be relevant.
Only, Gap has to be intentional and strategic in this space with a culturally relevant expression that does not dimiinish authenticity.
This is a typical nostalgia play for Gap. Unfortunately, I’m referring to Gap’s habit of breathing its own fumes. We’ve had years and years of Gap deciding the brand matters and that consumers should step in line (and catch every reference to the Gaps of decades past). Too harsh? Perhaps. There’s nothing wrong with livening up marketing and sprinkling stardust on top. Yet, as others have pointed out, the merch has to deliver. Gap lost its cool basics advantage eons ago and doesn’t have the fashion cred to fully switch gears. It also happens to be a category-killer, giving Gap little room to breathe. This isn’t about sustaining relevance, it’s about regaining it.
Even if the music brings new customers to the stores, what will they find?
The simple answer to the simple question could be…sure, maybe, possibly…energetic dance commercials might contribute to a rebound of the Gap brand. But the feel good aura of the commercial has to be amplified by the apparel. When the day’s outfit is considered, there has to be a feel good moment in that consideration, and I’m not sure they are all the way there yet. Gap still has a ways to go in embracing a higher level of risk and differentiation. The fun and the energy of the commercial would have been heightened if they had used a whole different level of color. Gap used by be brilliant at managing color.
Great dance commercials are only one part of the message to customers. Then there is the daily email blast. Sometimes several a day. Today’s headline reads, “50% Spring Staples”. 50% off. Spring staples. It’s March 4th. Spring hasn’t even started yet, and we are 50% off. 50% off used to be for season end clearance. Now it’s the seasonal kick-off. That’s not new of course, and it’s certainly not confined to Gap. If a retailer email doesn’t have some kind of promo in the headline, I imagine that readership is not exactly robust. But even if I accept that promo’s and discounts are simply table stakes at this point, I’ll applaud the progress Gap is making and hope that the reinvigorating of the brand helps to re-energize the rest of the middle market.
Feel good dance ads are fun to watch, but do they actually move the needle? Nostalgia grabs attention, sure – but without real product innovation or a better shopping experience, it’s hard to see how this will translate into long-term success.
Marketing is great for amplifying your brand and products, but first you have to differentiate and stand for something. The nostalgia messaging may be resonating for older generations and helping to increase sales, but is it appealing for younger generations and how will it help to drive sustainable growth in a category with such strong competition?
Huge fan! With a caveat… If you can make someone feel something you can make them buy. The caveat is that it can’t just be retro theme focused on Gen X nostalgia. While there is research showing that a lot of gen Z are nostalgic for a period they didn’t live in (the 90s) they also have their own perspectives on how they want to look. So a blended approach to the music theme, mixing old and new in cool new ways, would be interesting to see.