Director celebrates the individuality of family during the Holidays
TORONTO, Oct. 29, 2014 /CNW/ - Gap, the iconic American clothing brand, has revealed its new Holiday films directed by Sofia Coppola (Lost in Translation, Somewhere, Marie Antoinette, The Virgin Suicides). The Academy Award-winning director has directed a series of four films celebrating the uniqueness of family during the Holiday season. The films are entitled Gauntlet, Mistletoe, Crooner and Pinball. Gauntlet and Mistletoe will appear on television in the US and UK. All four will appear in cinemas, digital banners or via Gap's social media channels around the world, starting November 3. The campaign continues the Dress Normal message launched in the Fall, with the hero tagline 'You don't have to get them to give them Gap.'
In Gauntlet, a young woman arrives home as Thanksgiving is in full swing and is greeted by a myriad of excited family members. She is wearing the season's must-have trend – the crazy stripe sweater. Mistletoe sees a younger man sheepishly approach a lady at a party who happens to be standing under mistletoe. Crooner showcases a young boy lip-syncing to a classic song in front of his family, many of them in Gap Fair Isle sweaters. Pinball finds a twenty-something woman intently playing the game in the only restaurant still open during the Holidays as her boyfriend watches from the booth. Each film plays out to a classic soundtrack: Gauntlet is set to "I Got Stripes" by Johnny Cash; Mistletoe features "I'm Not Ready for Love" by The Promise, Crooner is set to "Cry" by Johnnie Ray and Pinball features "Deep Down" performed by Hazel and the Jolly Boys.
The films, developed with Gap's global agency, Wieden+Kennedy New York, are supported by a print campaign that continues the theme of the challenge of buying gifts for a myriad of family and friends. This includes an image of a woman jumping on a bed in her Fair Isle sweater with the caption, 'when all you really know about her is that you really like her;' a small boy wearing his crazy stripe sweater with the caption: 'you've got a nephew who is already cooler than you.'
"We wanted the campaign, and the films in particular, to focus on the best part of the season – family and friends. While the Holidays look different in every home across the country, Sofia has brilliantly translated Gap's snapshots of these authentic family characters to the screen. Our aim was to create a campaign that would be very warm, very honest and very Gap. And even if you don't always get your family, our message this season is that it's easy to give them Gap," said Seth Farbman, Gap's Global Chief Marketing Officer.
"Sophia is a great fashion icon and helped us bring our fashion themes to life alongside the storytelling of family fun for the festive season. The campaign celebrates our spirited and optimistic crazy stripe collection, along with candy-coloured Fair Isle sweaters, cool biker jackets and a collection of party dresses. The Gap holiday collection is more giftable, more romantic, more optimistic, more fashionable and more Gap than ever," said Gap Creative Director, Rebekka Bay.
"In the Fall, we started our Dress Normal story with another great director - David Fincher – and issued a rallying cry to dress how you feel most comfortable, and 'dress like no one's watching.' Now Sofia Coppola has helped us bring to life the second chapter of Dress Normal through our Holiday films with the same authentic and honest tone," said Steve Sunnucks, Gap Global President.
The films are part of Gap's 2014 holiday campaign, which celebrates the spirit of the season through the Dress Normal lens, and will appear on innovative digital outlets, Gap's own social media channels globally and on GapGiftGuide.com, which launches November 3. Fans can visit youtube.com/gap to watch the films in full.
About Dress Normal
Dress Normal is rooted in the same core values that Gap has unapologetically stood for over the past 45 years – individualism and the liberation that comes from confidently being your most authentic self. Dress Normal boldly instructs individuals to shape their own authentic, personal style – and intentionally challenges every one of us to dress for ourselves.
Gap is a global apparel and accessories brand focused on delivering casual, American style. The brand offers classic iconic clothing that helps customers express their individuality through its Gap, GapKids, babyGap, GapMaternity and GapBody collections. With an optimistic point of view and belief that everyone can make their creative mark in the world, Gap embodies what it means to be bright. Founded in San Francisco in 1969 by Donald G. Fisher and Doris F. Fisher, the brand has grown from one store to over 1,700 company-operated and franchise retail locations around the world. Gap is the namesake brand for leading global specialty retailer, Gap Inc. (NYSE: GPS) which includes Gap, Banana Republic, Old Navy, Piperlime, Athleta, and Intermix. For more information, please visit www.gapinc.com.
Image with caption: "Gap reveals new holiday films directed by Sofia Coppola (CNW Group/Gap Canada)". Image available at: http://photos.newswire.ca/images/download/20141029_C5033_PHOTO_EN_7281.jpg
SOURCE: Gap Canada
For further information: Media Contacts: Victoria Kirk, Gap PR, 416.355.2321, [email protected]