Katseye and the Gap are giving us one thing old, one thing new, one thing borrowed and one thing blue.
In a new advert marketing campaign, titled “Better in Denim,” Gap trades on a tried-and-true system for the clothes firm: a hit music, an infectious dance and blue jeans.
The spot feels tailored for the TikTok technology, that includes the worldwide lady group Katseye, performing choreography by Robbie Blue to the 2003 Kelis music, “Milkshake.”
“This is denim as you define it. Your individuality. Your self-expression,” a description for the advert reads. “Your style. Powerful on your own. Even better together.”
The variety, dancing and style has helped the advert go viral at a time when there’s been debate about how corporations are referring to their buyer base. Such was the case a few weeks in the past, when American Eagle launched a marketing campaign with actress Sydney Sweeney during which puns about jeans and genes struck some as a reference to eugenics and sparked social grappling about cancel tradition and what it means to be American.
Gap seems to have averted controversy by sticking with an method they have been utilizing in related advertisements for nearly 30 years, many who have featured actors and artists – like Katseye – who’re having a cultural moment.
Here’s some of the previous advertisements:
“Everybody in Cords”
They referred to as it “Mellow Yellow.”
In 1999, Gap featured a group of fashions singing the hit 1966 Donovan music.
Extra factors should you can spot actress Rashida Jones within the advert.
The digital music duo Daft Punk popped up in a 2001 advert for the corporate, alongside actress Juliette Lewis.
It felt a little avant garde as each the masked musicians and Lewis had been positively extra stars to the cooler youngsters than the common client, but it surely labored.
Two years later, Gap featured a marketing campaign with Madonna and Missy Elliott.
The music alternative was a mashup of Madonna’s singles “Hollywood” and “Into the Groove.” Elliott, a producer, songwriter and artist, rapped within the spot.
Kravitz serenaded “Sex and the City” star Sarah Jessica Parker along with his hit “Lady” on this 2004 advert.
We forgive her the fedora.
This one felt like a direct enchantment to “White Lotus” followers.
By bringing in a single of that present’s greatest stars final season, famous indie actress Parker Posey, the coolness issue was turned up even larger.
And to cite her character on the collection, at her age she’s not meant to stay an uncomfortable life.
A basic match by no means goes out of type.