Gap Brings in Three Choirs to Sing the Jackson 5 and Call It a Holiday Strategy

Gap launched the latest edition of its "Give Your Gift" campaign on November 3, built around three choirs performing a cover of the Jackson 5's "I'll Be There." Where Old Navy, its sister brand, leaned on five celebrities and a fake flight, Gap went the opposite direction entirely: no cast, just voices.

CMO Fabiola Torres said the campaign "celebrates unity and togetherness," and the brand is extending that theme past the ad itself into a multiday pop-up shop in Williamsburg, Brooklyn, opening this month, alongside digital, social, and owned-channel placements. "Give Your Gift" has become something of a house tradition at this point, having run in prior years with its own choir concepts; this version just swapped in a Motown standard and let the harmonies do the selling.

Two Gap Inc. brands putting out holiday ads in the same week, one stuffed with influencers and one built entirely on a cappella voices, says less about either campaign individually than about a company hedging its bets: if the loud version does not land, the quiet one might.

Source: Marketing Dive

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →