It's not even Halloween yet, but Gap is already thinking ahead to the holidays. And according to the retailer, the forecast for Christmas looks pretty weird.
After David Fincher directed a series of dark and moody commercials for Gap released in August, the retailer enlisted the help of acclaimed director Sofia Coppola to create four short spots for its holiday campaign. The commercials put a twist on Gap's tagline "Dress Normal," which it introduced back in August, by including perhaps a more appropriate catchphrase for the season of family gatherings: "You don't have to get them to give them Gap."
Coppola brings her signature kitsch and sense of humor to these festive spots, each of which feature vignettes of holiday gatherings. One shows a young woman coming home from college to have Thanksgiving dinner with her family, only to be bombarded by seemingly never-ending hugs and kisses. The ad is also titled "Gauntlet," which is amazing. The woman in this ad is also wearing a multi-colored striped sweater. Another features an awkward May-December romantic encounter, or lack thereof, under the mistletoe. These two commercials will be airing on TV, according to AdWeek.
Another spot shows an adorable youngster lip-syncing the Johnnie Ray song "Cry" to his family, microphone and all. This one was super-cute, but as a one-minute spot, it was the longest of the bunch, and it felt like it. The last ad is the least odd, which doesn't make it as successful as the rest, in my opinion. We see a woman playing pinball as the restaurant staff cheers her on. Her beau is waiting for her at the booth. And then the video cuts to them kissing. This ad is strange because it's not strange enough.
I had reservations about Gap's "Dress Normal" campaign when it was announced earlier this fall. Though the retailer claimed the catchphrase was intended to inspire self-expression, it didn't seem like it was really getting that idea across with its first print ads. Now these eccentric spots have totally won me over, and if Christmas is coming early this year, then I'm ready for it.
Image Credit: Gap
