Michael J. Fox and Tracy Pollan represent "true love" in a holiday print ad for Gap, part of the retailer's "Love Comes in Every Shade" campaign via Peterson Milla Hooks in Minneapolis. Musician Rufus Wainwright and artistic director Jörn Weisbrodt represent "married love." In a video, rapper Nas and his dad, blues musician Olu Dara, stand for "fatherly love." According to the client, "This campaign celebrates these diverse, optimistic views on family and the many forms love can take." That's laudably inclusive, though I initially wondered if the social message isn't somewhat diluted by other elements, like happy-happy quick-cuts of fireworks, babies, puppies and, naturally, all that colorful winter clothing for sale at Gap. It's a breezy take on a serious subject, a softer sell than similar campaigns by JCPenney. Ultimately, I think Gap's easy fusion of topical issues with instantly familiar sales imagery is a virtue that helps it make a point without seeming preachy. A loose, casual fit is almost always the most comfortable. More print ads below.
Rufus Wainwright and Jörn Weisbrodt
Nas and Olu Dara
The New Normal
Orso and Jack Huston
Haley Bennett, Thomas Keeling, and Lani Bennett
Gia Coppola and Nathalie Love
Diana Garcia and Gregory Rogove