Mind the Gap: Retailer shows off its quirky side in new ad campaign

12.11.2014 Gap : Weiden + Kennedy : Dress Normal
GAP Art Films by Wieden+Kennedy NY, Windshield Gloves

New York – Gap has launched a series of short art films advertising its holiday gift guide, featuring zany objects such as windscreen wipers, drones and Scalextric toy car racing sets.

The ads take on the appearance of an abstract art film, show off Gap’s range of knitwear and winter clothing, and replace human models with subwoofer bodiesbroomstick torsos and remote-controlled feet.

Created by advertising agency Wieden + Kennedy, which is behind Gap’s Dress Normal tagline, the short films form part of a rebranding strategy that has been in effect since August this year.

The ads, which will run as an online accompaniment to Gap’s tv spots directed by Sofia Coppola, reflect the retailer’s new positioning as a quirky, endearingly weird brand.

Read our Art-To-Go microtrend for more on how artists are exploring a new and closer critical engagement with mass-market consumerism.

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