The holiday marketing season has begun and, like many retailers, Gap is starting earlier than ever with its annual campaign. The apparel seller has returned to its roots with “Dream the Future,” a colorful song and dance that highlights togetherness, even during a time of crisis. In typical years, Gap’s winter-season marketing begins in November, but this year the new work, the first holiday effort under new Chief Marketing Officer Mary Alderete, kicks off Oct. 20.
“We had shot this on our normal time frame to start in November, but quickly realized we needed to pull up,” says Alderete, who joined Gap earlier this year from sister brand Banana Republic, noting that the timing of Amazon Prime Day, also in October, set the “tone for the season.”
Also unlike last year, when Gap ran an emotional, nostalgia-driven holiday spot around a boy, his mom and a red Gap hoodie, the 2020 effort is more upbeat and hopeful. In the 60-second anthem commercial, set to a Karen O version of Suicide’s “Dream Baby Dream,” a group of individuals and families meet around a white box and bond over hand-written concepts like “Connection,” “Hope,” “Inspiration,” and “Cozy.”