Gap is positioning its spring 2024 campaign around pop music with ads that emulate Jungle's viral 'Back on 74' video. The dance-focused concept aims to show off the flowy comfort of Gap's linen offerings, such as '90s-inspired loose-leg pants and long-sleeved button-ups.
Gap used original choreography by Shay Latukolan, who also handled 'Back on 74.' Along with partnering with Jungle and Tyla, Gap's campaign targets the younger demographic by leveraging social media platforms and original creativity.
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