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Juliette Lewis and singers Carole King, Nikka Costa and Cherokee make appearances in a fall TV campaign for the Gap.

The commercials break Wednesday and employ the themeline “My first love.” A half-dozen 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.

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