Marketing breakdown of Gap adfrom @jason_swet

Transcript

Very few brands have best like Gap right now. This ad is just a Young Meeko music video entirely in Spanish, a monochromatic palette, 26 Latin dancers. But before that, Cat's Eye dancing the milkshake. Before that, Tyla. You can see this is not a one off. A brand's unique taste is refined from consistent decisions over time. Decisions like the simple sets, the movement, more on that in a sec, music that samples the timeless classics, even this crazy camera move leading into the dopest product family shot or group shot, 26 dancers all featuring a different way to style the product. Every brand claims they have best, but here's how Gap is proving it. First, fashion is entertainment as CEO Rank Breitbart puts it. This is clearly a platform for them. They're not making bad. They are making music videos that we would want to watch whether Gap was in them or not. Second, Movement is the product demo. There is no annoying voice over saying the price and features. The choreography says enough. We can shut up a little. And third, every agency says they create culture, but this is really what creating culture means. They aren't casting culture. They're not hijacking the artist into their world. They are finding the already budding and flourishing worlds and enabling the artist with their resources. Like do what you want, but wardrobe and styling, just use our product, whatever you need. And this only works if you place your trust in the artist. Brands that start from how do we capitalize on Latin music or alt aesthetics are super in right now. They make terrible work. GAP, however, is starting from how do we enable them and the artist makes their thing that they already do and GAP gets the honor of being a part of it. This is another one from director Better Vargas. I love her ability to take ingredients of inspiration and obvious reference from past worse, but then apply it in new ways. That's why it's not enough to just have taste to consume great worse, but how will you take a single ingredient from that inspirational work and apply it in new ways?