New Gap campaign celebrates holiday spirit with musician Leon Bridges
Bridges leads Gap brand into the holiday season with his rendition of “Now that We Found Love”
Published - Oct 29, 2018 8:44 AM Updated: Oct 29, 2018 8:44 AM
Gap, the American clothing brand, has come up with ‘Meet Me in the Gap’ holiday campaign starring Grammy Award-nominated R&B artist and songwriter Leon Bridges. The Gap Holiday 2018 campaign is meant to transcend the edgy climate of today by spreading love and driving positive change to demonstrate that feeling good and doing good go together.
Launching on November 1 globally, 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 Vevo, Hulu and Spotify with priority on live viewing moments within the NFL and the season’s top-rated programs.
The hero campaign video features Bridges moving to the rhythm in a blank space that is brought to life with oversized Gap crazy stripes that come together to form a path. Directed by music video director Emil Nava, the video embraces the magic of the holidays with the entire cast dressed in classic Gap denim paired with colorful knits and bright stripes. Through a soulful rendition of Heavy D & The Boy’s original version of “Now That We Found Love,” Bridges creates a feel-good moment that is perfectly accompanied by choreographed moves of the entire cast.
“Music, dance, fashion and personal style are my big passions in life, so getting to work with Gap on this campaign that ties all of those elements together is epic,” said Bridges. “I grew up watching all of their diverse, music-based commercials, and they were just the coolest. Getting to be in one myself is wild and it’s a dream to lead the brand into the season, especially with a song that has a message of love.”
“For Gap, holiday is all about the feeling of giving and coming together to celebrate the season with loved ones. This year especially, we want everyone to feel the love by lifting spirits with Leon’s harmonious take on this ‘90s anthem,” said Gap CMO Craig Brommers. “Leon’s soulful voice and charismatic rhythm, styled in Gap’s signature crazy stripes, created an undeniable energy brought to life in this moment of positivity and cheer, bound to spread love.”
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