Gap Kids 'Just dance.' Back to School 2024 Ad Campaign

Review of Gap Kids ‘Just dance.’ 2024 Ad Campaign by Director Charlie Di Placido and Photographer Amy Troost with Talent Jon Heder and Efren Ramirez

Gap Kids takes us back to school in style, celebrating the self-expressive power of dance and taking inspiration from one of the most iconic dance moments of cinema. The campaign was directed by Charlie Di Placido and shot by photographer Amy Troost.

The campaign centers around the endless danceability of Jamiroquai’s neo-funk banger “Canned Heat,” which was further immortalized in the unforgettable climax of Napoleon Dynamite. Channeling the energy of Jon Heder’s dancing in that iconic scene, the cast of kids tear up the stage and explode into the school auditorium with unstoppable energy. These youngsters have impressive dance chops, and they nail Ysabelle Caps’ super fun choreography, the power of which is further amplified by dynamic cinematography.

The film ends with a fun fourth wall-breaking moment, revealing Heder and his Napoleon Dynamite costar Efren Ramirez as the creatively exacting directors of the dance video.

Troost’s accompanying photographs capture the young dancers frozen in motion, big smiles lighting up their faces as they discover the joyr of creativity in motion.

The campaign is extremely fun, excellently executed, and aglow with the power of personal expression. Even those of us without kids can find plenty of inspiration in these talented kids’ ability to find joy in dance. The dynamic approach and its fun connection to a cult classic film also wisely extend Gap’s ongoing revival of its iconic dance-based ads of the late 90s and early 2000s.

Taking the timeless spirit of dance forward for a new generation of young creatives, Gap sends up uplifting message of self-expression and the power of movement.