Gap Holiday 2024 Ad Campaign

Review of Gap Holiday 2024 Ad Campaign by Creative Director Calvin George Leung with Photographer & Director Samuel Bradley

Gap celebrates harmony and warmth with its Holiday 2024 campaign, created in collaboration with creative director Calvin George Leung with photography and film direction by Samuel Bradley.

The campaign puts a joyful holiday spin on the brand’s successful revamping of its late-90s, early-2000s vision of music and minimalist style for a new generation that has characterized its campaign output over the last year or two.

The film takes its musical cue from Janet Jackson’s 1997 classic “Together Again,” reimagining it as an a cappella version replete with beautiful harmonies. Dressed in colorful Gap knitwear, the singers each exude an individual style but come together as one with a powerful sense of creative community and unity.

Each of these carefully selected performers is a digital-native rising music talent, most of whom boast significant followings across Instagram and TikTok. In addition to leveraging the individual social-media impact of including of these stars as the campaign ripples out to their own followings, the approach is a smart way to carry the legacy of the music-focused Gap ads of the 90s forward for a digital generation. With recent campaigns featuring the likes of Troye Sivan, Tyla, and Jon Heder that tapped into iconic vintage denim ads, that’s a balance the brand has been striking particularly well lately.

This latest campaign beautifully extends that vision into a holiday celebration, focusing on the things that are most important: music, warmth, togetherness.