What's Happening?
Gap has unveiled the second chapter of its 'Give Your Gift' holiday campaign for 2025, featuring a multigenerational choir that spans ages 8 to 72. The campaign, directed by Bethany Vargas and photographed by Bjorn Iooss, aims to blend style, nostalgia,
and a feel-good soundtrack. This year's ad is described as 'bigger and more cinematic' and features a reimagined version of Miley Cyrus' 2009 track 'The Climb,' performed by the choir led by 20-year-old London singer-songwriter Sienna Spiro. The campaign showcases Gap's holiday collection, particularly its CashSoft knit, and will be promoted across digital, social, video, and in stores. The initiative is part of Gap's strategy to harness 'classic Gap nostalgia, but through a modern lens,' according to Chief Marketing Officer Fabiola Torres.
Why It's Important?
The campaign is significant as it represents Gap's ongoing efforts to revitalize its brand image by appealing to both younger and older audiences through nostalgia and inclusivity. By featuring a diverse age range in its choir, Gap aims to bridge generational gaps and foster a sense of community and connection, which are central themes of the holiday season. This approach aligns with Gap's broader marketing strategy to engage consumers on a personal level, rather than just as a brand. The campaign's success could influence Gap's sales performance and brand perception, especially as the company reported flat sales in Q2 2025. The positive consumer sentiment towards Gap's recent marketing efforts suggests potential for increased engagement and brand loyalty.
What's Next?
Gap's holiday campaign will continue to roll out across various platforms, potentially influencing consumer purchasing decisions during the holiday season. The company's focus on nostalgia and community may resonate with consumers seeking meaningful connections during the holidays. As Gap continues to implement its revamped marketing strategy, the brand may explore further collaborations with high-profile stars and creators to maintain its appeal across different demographics. The effectiveness of these campaigns could impact Gap's financial performance and strategic direction in the coming years.
