Gap Holiday Campaign
by Stephen Garner

Gap Holiday CampaignIconic American clothing brand Gap has announced the holiday ‘Meet Me in the Gap’ campaign starring actress and Grammy-nominated recording artist Janelle Monáe alongside a cast of individuals from different places, backgrounds, and genres to collaborate and celebrate the festive season.

The main campaign video captures Monáe harmonizing with six talented choirs as they “meet in the gap,” performing an optimistic and cheerful song to invite all families to get together, spend real time with one another and find the little things that unite us. Directed by legendary director Paul Hunter, the video, set in a blank space, embraces the magic of the holidays with the entire cast outfitted in classic Gap crazy stripes styled with cozy seasonal essentials. Through an acapella rendition of Freddie Scott’s original version of “(You) Got What I Need,” Janelle and the accompanying choirs embody the melody and its message of togetherness.

“The Gap has been a part of my life since I was a little girl so it was very exciting to be involved in this campaign,” said Monáe. “I love the unity of the ‘Meet Me in the Gap’ concept. It really reflects the idea that although we may be from different parts of the world when we come together, we can create something magical.”

Gap Holiday CampaignIn addition to the hero video, there are a series of short videos and a print campaign that feature a mix of families, models, and influencers who come together and inspire by creating optimistic energy that ties back to the theme of togetherness and appreciating the different families we develop over time and celebrate with during the holidays.

“As a brand, the holidays have always been a memorable and emotional moment for Gap, marked by crazy stripes and togetherness,” added Gap chief marketing officer Craig Brommers. “This holiday season, we offer an invitation to families from all over the world to get together, spend real time with one another, and ultimately, meet in the Gap.”

Launching on November 6, the campaign spans television, mobile, social, in-store, and digital. The television spots will air on major networks and be incorporated into high impact moments including digital takeovers on ABC, YouTube, Vevo, Hulu and Spotify and live commercial integration with “Late Late show with James Corden” during the week of Thanksgiving. Lastly, we are continuing our partnership with Spotify to sponsor one of Spotify’s most popular holiday playlists, ‘Pop Christmas.’