Gap's latest campaign just in time for fall is all about returning to what matters the most; your inner self. With the campaign that brings Gap ads back to TV after a four year hiatus the TV campaign is the backbone of its campaign will also draw attention to its new ads by using social media outlets including Twitter (#backtoblue) and in store engagement with consumers using Styld.by making it the broadest-reaching campaign in the company’s modern history. A series of in-depth films, interviews, quotes, images and facts about Dhani and Alexa will be offered through digital, mobile and social platforms also.
Alexa Ray and Dhani Harrison children of iconic musicians Billy Joel and George Harrison respectively, are part of the Gap #BacktoBlue campaign where they each sing renditions of Billy Joel's 'Just The Way You Are' and George Harrison's 'For You Blue'. Each artist also talks about their fathers' influences in their lives and how they remain true to themselves artistically.
"The entire Back to Blue campaign embodies what it means to be comfortable in your own skin," said Gap CMO Seth Farbman, in a press release. "As a brand that is known for expressing itself through sight, sound and motion, we wanted to bring this idea to life through the voices of two individuals who are recognized for staying true to who they want to be."
the ads will be accompanied by in-depth films, interviews, quotes, images and facts about Dhani and Alexa that will be available across social media outlets. Alexa's story features Alexa discussing her classical training and her father's Broadway heritage and how it has influenced her as a musician and Dhani's story features Dhani discussing her youthful beginnings in music and why her music is so heavily influenced by the blues. The promotion follows a teaser that lets Twitter followers retweet a special link on Twitter that will unlock special content.
“Back to Blue means getting back to what matters most – our truest selves, when we are most comfortable in our own skin,” said Seth Farbman, Gap’s Global Chief Marketing Officer. “It’s both a statement of how we feel as a brand, and how our customers want to live their lives and make their decisions. With style, people are seeking authentic denim and chambray – clothes you can wear almost anywhere but never forget who you really are.”
Also available are is Gap’s Styld.by platform that features 24 influential bloggers and style experts discussing their mission to stay true to their inner selves as well as showing off Gap's latest collection aptly names Back to Blue collection.
The Back to Blue collection, already available in Gap stores and online features rich indigo denim washes for women like the 1969 Legging Jean, the Sexy Boyfriend jean and the Always Skinny jean. Also available is the Back to Blue denim jackets, like the Moto Jacket in 1969 Denim and the 1969 Drop Pocket Jacket.
For men, the Back to Blue collection leans to the more classic fits and modern basics like the 1969 Slim and Straight Jean, the 1969 Chambray Shirt and the Utility Shirt.
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