Gap released a denim ad featuring girl group Katseye dancing to Kelis's "Milkshake," and the spot went viral with broad positive reactions. The ad follows a long-running Gap template of models or performers singing and dancing against monochromatic backdrops. Sticking to a proven visual and thematic formula while adding a contemporary twist produced far higher social engagement than recent celebrity-driven spots from competitors. Historical campaigns such as the 1998 swing khakis and the 1999 Mellow Yellow cords established the recognizable template. The Katseye spot blends nostalgic cues and present-day trends to capture audience attention.
This week, Gap released a new ad for its denim line featuring girl group Katseye dancing to Kelis's "Milkshake." The ad is undeniably fun to watch (and rewatch) and has gone viral online with an outpouring of positive responses. There's a lesson here: playing it safe and sticking to a formula that works - while adding a trendy twist - pays off.
1998: Swing khakis. If you weren't around to remember this, just trust me: this ad of people dancing in tan pants to "Jump, Jive, an' Wail" was huge. It hit on a weird microtrend moment of a swing dancing revival in the late '90s, and there's even some new-at-the-time "Matrix"-style camera effects! This turned out to be one of the most iconic TV ads of the decade - and Gap was very happy to iterate on it.
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