NEW YORK The popular hoodie and a gold peace sign are the focus of Gap's new holiday ad campaign, which features a cast of celebrities wearing the iconic clothing item in seasonal scenes.
The campaign, titled "Holiday in Your Hood," launches Nov. 16 with two 30-second television spots. The integrated effort also includes print ads and outdoor billboards in major markets.
The TV ads, which run through Dec. 13, feature musician and actor Common rapping "Holiday in Your Hood," an original song he wrote for the campaign, set to the tune of Madonna's "Holiday."
The spots feature energetic dancers throughout. DJ Samantha Ronson and Common's daughter Omoya Lynn groove around a 40-foot gold peace sign, the symbol at the center of the holiday campaign. All are wearing hoodies. The spot ends with Common flashing a peace sign as he raps, "Peace. Love. Gap."
Print ads capture the mood of the season via photography of celebrities with their loved ones, again all wearing Gap hoodies. Images include actress Maria Bello and her mother, Deepak Chopra with his son and Stephanie Seymour with her four children.
Singer Seal, supermodel Claudia Schiffer, rapper Bow Wow, actors Diane Kruger and Helen Mirren, and film producer Taylor Hackford also appear in the campaign. Ads will run in fashion and lifestyle publications.
The San Francisco-based client spends about $110 million annually on ads supporting its flagship Gap retail brand, per TNS Media Intelligence.
Laird + Partners in New York, an independent shop, is Gap's primary creative resource. Omnicom Group's PHD and Aegis' Carat handle media buying and planning, respectively.