Gap Unveils Ambitious ‘Generations’ Campaign

NEW YORK — More than 50 personalities from Kris Kristofferson and Sissy Spacek to Christian Slater and Salma Hayek illustrate that Gap is “For Every Generation” in the retailer’s new fall campaign breaking this week.

It is the first Gap campaign from Laird+Partners, the New York agency started in March by longtime Donna Karan creative director Trey Laird. Gap tapped Laird for its advertising in March after ending its relationship with Boston shop Modernista!

The print campaign, shot by Mikael Jansson, breaks today with a 48-page freestanding portfolio in the September issue of Vanity Fair. Personalities from the worlds of film, fashion, music, art and dance don a pair of their favorite Gap jeans, along with a mix of other Gap fall items and their own personal clothes and accessories.

A mix of spreads and multi-page inserts will also appear in the September and October issues of more than 40 publications, including Vogue, W, GQ, In-Style and Rolling Stone. One black-and-white spread, for instance, features Lauren Hutton and Bridget Hall both wearing the same hooded sweatshirt and Gap jeans in their own way. The tagline for the effort is, “For Every Generation.”

The TV campaign, breaking Aug. 15, is made up of eight spots directed by fashion lensman Peter Lindbergh, who has collaborated with Laird on many Donna Karan and DKNY shoots in the past.

In one of the women’s spots, rock icon Marianne Faithfull, actor and singer Taryn Manning and new R&B star Tweet wear Long and Lean jeans and put a new spin on the old Staples Singers classic, “I’ll Take You There.” In one of the men’s spots, Willie Nelson and up-and coming singer Ryan Adams each bring their musical style to the Hank Williams standard “Move it Over,” while wearing Gap’s Standard Fit jeans. Another features Jakob Dylan, frontman of the Wallflowers, singing a rendition of “What’s So Funny (‘Bout Peace, Love and Understanding).”

Campaign spending could not be determined. Gap spent about $100 million on ads last year, per CMR.