Gap returns to television advertising

It's been four years since Gap produced advertising campaigns for television. As part of its brand re-focus, the company has released a Back to Blue campaign to complement its print ads. The videos feature musicians performing modern

renditions of songs released by their father.

One ad features Alexa Ray Joel singing Billy Joel’s ‘Just The Way You Are’ accompanying herself on the piano, while the other stars Dhani Harrison, son of the Beatles’ George Harrison, singing and playing ‘For You Blue’ on guitar.

The ads were shot in single takes in the studio and feature minimal editing, a contrast to the highly edited, high-energy performances that characterised previous Gap campaigns, such as its 1998 khakis campaign set to swing music.

Gap's ads introduce audience to something new

Chief marketing officer for the Gap brand, Seth Farbman, said the ads are meant to introduce audiences to something new, whether it’s millennials learning about the musicians’ fathers or older generations experiencing new versions of a familiar song.

“Discovery is a big part of it for everyone, but especially millennials - that is like social capital and value,” Farbman told The Los Angeles Times. “It’s very simple to borrow this person’s equity and put it on your ad, but that’s different than sharing something you think people are going to like.”

The ads, which will run until October 13, will take spots around events such as NFL games, the American Music Awards and premieres of popular shows such as ‘Modern Family’.

Gap has not confirmed if it will run ads during the Christmas holiday season.

Image: Gap Back to Blue