Gap shows the love with new holiday ad campaign, gift card program
New York – Gap is feeling the love this holiday season.
Featuring a diverse group of actors, musicians and their loved ones, the retailer's new holiday ad campaign, “Love Comes In Every Shade,” showcases the retailer’s colorful "Winter Icon" collection and illustrates some of the many forms of love. Gap is also introducing a new gift card program where a percentage of all initial gift card purchases will be donated to nonprofit organizations CARE and Communities In Schools.
Each group represents a different relationship, including true love with actors Michael J. Fox and wife Tracy Pollan; fatherly love with rapper Nas and his father, blues musician Olu Dara; modern love with the cast of NBC's "The New Normal;" self love with actress Aubrey Plaza; puppy love with actor Jack Huston and his dog Orso; best friend love with director Gia Coppola and actress Nathalie Love; and married love with musician Rufus Wainwright and artistic director Jörn Weisbrodt.
"This campaign features some well-known actors, musicians and their loved ones, all wearing clothes from our new holiday collection," said Seth Farbman, global chief marketing officer at Gap. "Their personal relationships help remind us that every family is unique and often goes beyond just those we're related to—it also includes the people we share our lives and deepest passions with. This campaign celebrates these diverse, optimistic views on family and the many forms love can take."
Donations to CARE, a leading humanitarian organization, will in part support P.A.C.E. (Personal Advancement & Career Enhancement), a program developed by Gap in 2007. P.A.C.E. provides female garment workers in countries around the world with education and training to better their lives.
Donations to Communities In Schools will help keep more than one million kids in school and on track to a brighter future. Gap commissioned a hand-selected group of artists and illustrators to create one-of-a-kind graphic designs for the gift card envelopes and substantially increased the size of the packaging to make it feel more like a gift.