Gap Remixes with New Collection and Campaign
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Ahead of the Grammy Awards on Sunday, Gap is mixing it up with a new capsule collection and marketing message that dips into its heritage. The San Francisco-based apparel brand, which is owned by Gap Inc., plans to air a 30-second TV spot during the awards featuring artists and celebrities who are “remixing culture,” according to Chief Marketing Officer Craig Brommers.
Set to a remixed version of the Thompson Twins’ “Hold Me Now,” the commercial includes the dancing likes of singer Sza, actor Miles Heizer, and Naomi Watanabe, a body diversity advocate and actress in Japan. Music producer Metro Boomin, who remixed the track, also stars in the video.
“I don’t think there’s any other brand on the planet that can celebrate diversity and inclusivity as Gap can,” says Brommers. “This cast represents the best of what Gap can do.” He noted that the forward-spin on older music should help attract the younger millennial generation.
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