By Kenneth Richard
Gap continues to mine Hollywood heavy hitting directors for its TV campaigns and has revealed its new Holiday films by Academy Award-winning director, Sofia Coppola (Lost in Translation, Somewhere, Marie Antoinette, The Virgin Suicides). Ms. Coppola follows director David Fincher’s work with the retailer’s new global agency Wieden+Kennedy New York who launched the “Dress Normal” campaign for fall, which encouraged self-expression, and to “dress like no one’s watching.”
Ms. Coppola developed four holiday-themed spot with Wieden+Kennedy New York set against the gathering of friends, families and loved ones which will run in November on TV and in movie theaters in the US and UK. Continuing the “Dress Normal” mantra, the spots highlight the quirky, sweet, and often uncomfortable moments that occur whenever holidays bring us together. The films entitled Mistletoe, Gauntlet, Crooner and Pinball focus on moments rarely highlighted in upbeat holiday campaigns with the tagline, “You don’t have to get them to give them Gap.”
We wanted the campaign, and the films in particular, to focus on the best part of the season – family and friends. While the Holidays look different in every home across the country, Sofia has brilliantly translated Gap’s snapshots of these authentic family characters to the screen. Our aim was to create a campaign that would be very warm, very honest and very Gap. And even if you don’t always get your family, our message this season is that it’s easy to give them Gap.
There is subtlety and familiarity to the 4 pieces as we all share a common bond of surviving similar gatherings and the Gap is sharing that they ‘get us.’ However, do they really want to be our solution for the people we ‘don’t get’ on our holiday list? America roots for a few brands as they represent our core and Gap is certainly one of them. The Impression desires to get into the Gap and find wonderfulness for those we do get.
Fortunately the merchandise team championed by Gap Creative Director, Rebekka Bay, has been thinking of just that and couple with Gap’s new digital focus they have developed the GapGiftGuide.com. And with that, here is our Holiday wish, that Gap has a healthy, successful holiday season and finds the right balance for continued growth in 2015.
Director | SophiaCoppola
Agency | Wieden+Kennedy New York