Gap Returns to TV After 4 Years

What's This?

By Lauren Indvik2013-09-16 13:45:29 -0400

Last month, Gap announced its , a multi-platform effort spanning print, online, outdoor and, for the first time in four years, a return to TV. On Monday, Gap unveiled the two spots that herald its return to the mass medium — on Twitter.

The first spot features Alexa Ray Joel, singing her father Billy Joel's 1977 classic, "Just the Way You Are." The second showcases Dhani Harrison, singing a song his father George Harrison wrote for the Beatles, "For You Blue."

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The campaign is designed to celebrate "one's authentic self" — in the case of these spots, two contemporary musicians are singing songs made famous by their parents and making them their own. The metaphor is a bit of a stretch — more fittingly, the young singers could have recorded songs they authored themselves — but the beloved '70s lyrics do evoke the nostalgic feeling Gap appears to be after.

Gap teased the videos on Twitter over the weekend, calling for 500 retweets to unlock an audio recording of Harrison's song, which fans successfully did. A call for 1,000 retweets to unlock Joel's song only got half that, however.

The spots will begin airing in the U.S. during primetime on Monday evening.

Image: Gap

Topics: Advertising, Business, Fashion, gap, Marketing, Media, Television