The Gap does not only have good jeans, they are “Better at Denim”

Why have one when you can have six (and more)? And why simply have good jeans when you can be “Better at Denim”? Well, Gap showed they can do both, and do them well. In its new fall TV commercial, Gap demonstrated a masterful understanding of modern marketing by doing both, and doing them well. The brand didn’t rely on a single, well-known model; instead, it featured the rising Los Angeles-based girl group KATSEYE and dancers to form a cast of 36. The pop sextet and their ensemble dance with infectious, high-octane energy, making the ad feel authentic and vibrant. It’s tagline “Better at Denim” is not a boast of superiority over competitors, but a powerful statement of self-assurance—Gap’s denim is simply better.

The launch of the Gap ad comes on the heels of the controversial American Eagle commercial featuring the actress Sydney Sweeney. That campaign was built around the regrettable tagline “Sydney Sweeney Has Great Jeans”. The ad was met with immediate backlash from critics who accused it of having eugenic or white supremacist undertones. This criticism was fueled by a video shared online where Sweeney—a blonde, blue-eyed buxom—talks about “genes” being passed down and influencing traits like hair and eye color. The reel then culminates with her saying, rather smugly, “My jeans are blue.” This messaging was widely condemned for promoting a narrow and racially-coded standard of beauty, and the public outcry served as a clear warning to brands about the pitfalls of tone-deaf marketing.

In stark contrast, Gap’s ad with Katseye is built on themes of diversity, self-expression, and even community. The ad features the six members of the group that comprises a multicultural lineup from different countries. They are joined by a diverse ensemble of dancers, creating a visually striking and inclusive commercial that stands in direct opposition to the homogeneous image presented in the American Eagle campaign. Moreover, the Gap campaign emphasises how the jeans are made for “music, movement, and self-expression” through a high-energy, tightly-edited dance routine, choreographed by Robbie Blue. This is Glee gone glam! And is largely seen as a way to show—not tell—the quality of the product through performance, in contrast to the American Eagle’s controversial and no doubt objectifying messaging.

While Gap’s campaign was likely in the works for a long time, as such ads usually are, the release was impeccably timed to capitalise on the public reaction to the American Eagle controversy that even promoted the Trump family to wade in. Gap has not responded to their ad being compared to American Eagle’s, but it is thinkable that they are celebrating the positive comments they have been receiving on social media. The dramatic contrast in messaging and aesthetics between the two campaigns has positioned Gap, now widely considered to be making a “comeback”, as a brand that champions inclusivity and authenticity, while American Eagle is left in the dust to deal with the fallout of its controversy. Good jeans alone are just not enough.

Screen shots: gap/YouTube