Gap’s Sweet Holiday Campaign Follows the Bond Between a Mother and Son

It's a departure from its typically cheery, dance-filled campaigns

Learn the ins, outs, dos and don’ts of creator marketing at Social Media Week Europe this 10–11 October in London. Register for your in-person or virtual pass.

They say it’s the thought that counts, and that’s what Gap has chosen to remind people of as the holiday shopping season kicks into gear.

In a departure from its typically cheery, dance-filled campaigns, the retailer’s latest effort takes a more understated, emotional approach. Created by Johannes Leonardo, the spot opens with a mom tearing the tag off of her son’s new Gap zip-up hoodie as he runs out the door to catch the bus.

The bright red hoodie quickly becomes a staple of his wardrobe throughout his teenage years, making appearances in school photos and around the neighborhood he skateboards in.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in