Gap Inc. took a four-year break from TV advertising, and it looks like that the break paid off.
Gap stores that have opened in the last year, according to Bloomberg, have increased revenue over the past six quarters. For those who are unfamiliar with how franchises and multi-store units work, that is a big deal. In every financial report, those businesses have a line on the sheet called "same-store sales." If that line is positive, that's a good thing. If that line gets better every quarter, that's a great thing. So impressive, in fact, that Gap led the Standard and Poor's 500 Retailing Index.
The report details that Gap has been winning customers back with its denim and fitness apparel collection.
Back with a new style.
And Gap hopes that is what people think when its latest ads hit TVs, tablets, and smartphones. The #BacktoBlue campaign will first feature modern hits being sung by the artists' offspring. For example, Alexa Ray Joel, daughter of Billy Joel, sings "Just the Way You Are." Dhani Harrison, of George Harrison of the Beatles' fame, sings "For You Blue."
Below is the ad featuring Alexa Joel.
Though the idea of remixing the old with the new isn't new, we can appreciate how Gap is approaching it. When you visit Gap's YouTube site, it has plenty more videos that are interviews of folks, wearing denim, obviously, and talking about culture, life, eye-opening moments, childhood experiences, and more. Pretty "human" stuff.
The report says that the campaign is supposed to run until October 13, with the possibility of some holiday advertising, though the brand isn't yet sure.
All in all, it is good to see a regular advertiser like Gap come back to the world of TV and online advertising. Looking forward to seeing more.
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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