Gap keeps it simple this Christmas with Janet Jackson rendition
Mining Nineties nostalgia has no end in sight, it seems, as a Janet Jackson track gets Gap's 2024 Christmas campaign off to a viral start.
The ad sees Janet Jackson's 1997 hit "Together Again" take centre stage in Gap's 2024 holiday campaign titled ‘Give Your Gift’. The ad features an ensemble of emerging musical talents delivering an a cappella rendition of the iconic song.
Directed by Samuel Bradley and spearheaded by creative director Calvin George Leung, the campaign highlights Gap's CashSoft knitwear collection in a typically bright bit of wardrobe design fit for the season.
The diverse cast of creators includes rising stars such as Amaria, Lamont Landers, Hana Effron, and Zyah Rhythm. And it seems they’re getting noticed, with Alabama musician Landers reporting more than 300,000 new followers since the ad launched earlier this month.
Our take
There are a few tricks that make this ad a winner. The song choice is paramount: while not exactly a deep cut, it’s also not an obvious bit of shameless crowd-pleasing. It has that ‘ah yes I remember this one, and it’s kind of a banger’ factor. It’s a great melody, but the tastefully arranged rendition brings a new relevance to it.
Then, there’s the timeless appeal of the clothing. The same clobber could have been featured in an advert released in the same era as the accompanying song, which speaks to the enduring appeal of Gap’s practical and eye-catching garments.
The slogan ‘Give Your Gift’ received mixed reviews online, but I like how the gift in question speaks to the unique talents and presence of the individuals both in the film, and at home.
Lastly, the starkly minimal white set, juxtaposed with the bright colours on display is a Gap mainstay, giving continuity to the proceedings, yet somehow the meta aspect (with some of the set build and audio equipment on show) helps it feel fresh and relevant: enhanced no doubt by the continued success of the 2020’s nineties revival.
At a time when Christmas ads are harnessing maximalism and impressive CGI, Gap sets itself apart by keeping it simple: because sometimes the most rewatchable content is just a great song, excellently sung.
Credits
Cast: Amaria McGee, Aneesa Al-Musawwir, Hana Effron, Lamont Landers, Liamani Segura, Paige Fish, PawPaw Rod, Nyjah Music and Zyah Rhythm.
Director: Samuel Bradley
Song “Together Again” by Janet Jackson
Arrangement: Patrick Lawrence Zappia and Alexander Lloyd Blake
Gap CMO: Fabiola Torres
Gap Creative Director: Calvin George Leung
Gap Head of Marketing: Erika Everett
Agency: Invisible Dynamics
Production: Invisible Productions
Director of Photography Ben Carey
Stylist: Caroline Newell
Hair Rachel Lee
Makeup Homa Safar
Nails Yoko Sakakura
Editor Jack Williams
Image credit: GAP Give A Gift ad
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