Gap Unveils Fall TV Push

BOSTON–Juliette Lewis, Carole King, Nikka Costa and Cherokee all make appearances in the Gap’s upcoming fall TV spots, which will break Aug.15.

Spending for the campaign, which uses the themeline “My first love,” is estimated at $40 million. Six 30-second TV spots were produced and will run through October. Some print and outdoor elements have already begun to break.

“We showed both emerging and established artists revealing their first loves that helped define their individuality,” said Gap representative Rebecca Weill.

One spot shows Cherokee doing a take on ACDC’s metal anthem “Back in Black.” At the end of the spot she says, “My inspiration: Angus Young.”

The spots show traditional Gap clothing including denim and button down shirts but also emphasize personal style. The stars were allowed to pick out their own outfits and add individual touches. Ray Liotta, Giovanni Ribisi and Oscar winner Marci Gay Harden are among the celebrities appearing in print ads. A poster size version with outtakes of celebrity shots will appear exclusively in the September issue of W magazine.

Modernista!, Boston, crafted the campaign. Fall campaigns created in-house for Baby Gap and Gap Kids are also rolling next week. Modernista!, which works with the Gap on a project basis, will also fashion the clothier’s year-end holiday campaign that will appear in November.