Gap Holiday 2025 Ad Campaign

Review of Gap Holiday 2025 Ad Campaign by Creative Director Bethany Vargas with Photographer Bjorn Iooss

This holiday season, Gap finds harmony in simplicity. Give Your Gift, directed by Bethany Vargas and photographed by Bjorn Iooss, revisits the brand’s tradition of music-led storytelling while framing it through a modern lens of community and optimism. Anchored by a soulful reinterpretation of “The Climb”, performed by rising London-based artist Sienna Spiro, the campaign gathers a multigenerational choir to celebrate the unifying power of shared creativity. It’s a continuation of Gap’s recent emotional reset, building on last year’s ‘Give Your Gift’ message with a deeper resonance: that style, like a song, is strongest when shared.

The campaign’s visual language is pared back yet profoundly warm. Against a clean white backdrop, Sienna Spiro takes center stage in a slate-gray cashsoft knit, surrounded by an ensemble spanning generations and cultures. Their voices rise in harmony, the minimalist setting allowing every expression and texture to shine with luminosity. The color palette—muted grays, denim blues, and wintery hues echo Gap’s essential DNA: approachable, tactile, timeless. There’s no set dressing, no overt spectacle—just people, knitwear, and the purity of sound. In this restraint lies emotional precision, inviting the viewer to focus on presence rather than production.

What works best here is the campaign’s clarity of purpose. By returning to music as both medium and metaphor, Gap reminds audiences of its cultural fluency; how the brand has long used performance and personality to bridge identity and product. Sienna’s fervent delivery and the choir’s unfiltered warmth strike an authentic chord, underscoring the season’s spirit of connection. While the film’s simplicity risks bordering on predictability, its emotional tone feels honest and unforced, positioning Gap as a brand that leads through intimacy and community.

Ultimately, Give Your Gift feels less like a commercial and more like a communal gesture, a reminder that in an age of overstimulation, the truest form of giving may be authenticity itself. With its classic aesthetic and melodic sincerity, Gap rekindles what it has always done best: transforming everyday essentials into something quietly transcendent.