Sofia Coppola (The Virgin Suicides, Lost in Translation) is the latest marquee Hollywood director enlisted for Wieden+Kennedy’s “Dress Normal” campaign for Gap, following David Fincher’s efforts in August and taking the reigns of four holiday spots — a pair each for broadcast and online.
The ads spin the “Dress Normal” tagline by showing some abnormal (and often cringe-inducing) family holiday moments. But then what’s more normal than pondering the family you’ll never understand? Each spot ends with the message “You don’t have to get them to give them Gap” preceding the tagline. It’s an interesting approach, positioning Gap as a gift for those family members you have no idea what to give to, but it sits well with the “Dress Normal” tagline and Coppola and company do a good job of making it work in most of the ads.
In perhaps the most successful of the spots, “Gauntlet” a girl returns home to her large, boisterous, and often odd family. Perfectly set to the Johnny Cash song “I Got Stripes,” she makes her way through the house greeting her relatives with an awkward expression on her face that says a lot about the effort she’s putting in to deal with these people. It feels like a telling glance into the lives of a particular family, which is the approach taken throughout these efforts and, along with some great song selections, what makes them charming. The other broadcast spot, “Mistletoe,” documents a particularly cringe-worthy moment under the mistletoe at a holiday party. It’s almost hard to watch, but then that makes it fit the “You don’t have to get them to give them Gap” all the more.
In addition to the two online ads — “Crooner” and “Pinball” — the campaign is supported by print and OOH elements, as well as digital banner ads launching on Gap’s social media channels and GapGiftGuide.com on November 3rd.
Credits:
Agency: Wieden + Kennedy, New York
Executive Creative Directors: Susan Hoffman + David Kolbusz
Creative Directors: Stuart Jennings + Susan Hoffman
Copywriter (Mistletoe + Pinball + Crooner): Laddie Peterson + Al Merry
Copywriter (Gauntlet): Laddie Peterson + Al Merry + Heather Ryder
Art Director (Mistletoe + Pinball + Crooner): Jaclyn Crowley + Jeff Dryer
Art Director (Gauntlet): Jaclyn Crowley + Jeff Dryer + Morgan Sheehan
Head of Content Production: Nick Setounski
Producer: Alison Hill
Director of Brand Planning: Erik Hanson
Brand Planner: Hayley Parker
Director of Interactive Strategy: Marshall Ball
Interactive Strategist: Jordan Schenck
Account Team: Tamera Geddes + Molly Friedman + Patty Ehinger
Business Affairs: Lisa Quintela
Production Company: The Directors Bureau
Director: Sofia Coppola
Executive Producer/Managing Director: Lisa Margulis
Executive Producer/Head of Production: Elizabeth Minzes
Line Producer: Youree Henley
Director of Photography: Eric Gautier
Editorial Company: Consulate
Editor: Chad Sipkin
Post Executive Producer: Alan Lopez
Editorial Assistant: Ryan McCally
Editorial Assistant: Elizabeth Navarro
VFX Company: The Mill
VFX Lead Flame: Jamin Clutcher
Producer: Clairellen Wallin
Telecine Company: CO3
Colorist: Tom Poole (Mistletoe, Crooner and Pinball)
Colorist: Stefan Soonenfeld (Gauntlet)
Mix Company: Sonic Union
Mixer: Steve Rosen
Music Supervision
Company: Able Baker
Music – Pinball
Song: “Deep Down”
Artist: Hazel & the Jolly Boys
Music – Crooner
Song: “Cry”
Artist: Johnnie Ray
Music – Mistletoe
Song: “I’m not ready for love”
Artist: By The Promise
Music – Gauntlet
Song: “I’ve Got Stripes”
Artist: Johnny Cash