Brand Returns to TV for the First Time in Four Years
NEW YORK, Sept. 16, 2013 /CNW/ - Gap's fall global marketing campaign - Back to Blue - continues today with the launch of two videos that reinforce the idea
of getting back to what matters most—our truest selves.
Grounded in the idea of expressing one's authentic self, each spot
features a contemporary musician, who for the first time is recording a
song made famous years ago by their parent and making it their own.
These raw, intimate renditions are modern takes on classic pieces and
provide a rare glimpse into the soul and journey of each artist.
Illustrating her skills as a pianist, American singer and songwriter,
Alexa Ray Joel, sings her version of father Billy Joel's classic, "Just
the Way You Are." In 1979, the iconic melody won Grammy Awards for
Record of the Year and Song of the Year.
Expressing his love for the blues, English musician, Dhani Harrison,
performs "For You Blue," a song written by his father, George Harrison.
"For You Blue" was first recorded in 1969 and then released on The
Beatles' "Let it Be" album a year later.
Directed by Danny Clinch, who is well-known for bringing out the best in
musicians, both films are shot in a single, unedited take. Both Dhani
Harrison and Alexa Ray Joel selected the songs themselves and worked
extensively on their renditions ahead of time, recording them live on a
simple studio set. Personal touches like Alexa wearing her father's
ring and playing on the exact same type of piano used to record the
original version of "Just the Way You Are," add to the honesty of the
films and showcase how going back to your roots helps define who you
are.
"The entire Back to Blue campaign embodies what it means to be comfortable in your own skin. As a
brand that is known for expressing itself through sight, sound and
motion, we wanted to bring this idea to life through the voices of two
individuals who are recognized for staying true to who they want to
be," said Seth Farbman, Gap's Global Chief Marketing Officer. "To me,
honest, open and heart-felt films like these are the future of video
content. Anyone can relate to them because they're real."
The entire "Just the Way You Are" and "For You Blue" tracks are
available for download now on iTunes. All proceeds of the "For You
Blue" track by Dhani Harrison will go to George Harrison's Material
World Foundation, which is currently focused on helping create
awareness for the Christopher and Dana Reeve Foundation and its mission
to cure spinal cord injury.
Three Screens Help Extend "Back to Blue" Excitement
Recognizing that people carry smart phones and tablets with them nearly
all the time, Gap has developed its film content to extend well beyond
the TV set to all three screens, including TV, desktops and smart
phones/tablets. A series of in-depth films, interviews, quotes, images
and facts about Dhani and Alexa will be offered through digital, mobile
and social platforms. Gap is complementing its traditional TV schedule
through its own social channels, partner sites and mobile advertising,
and through a unique partnership with Twitter.
As an exclusive first for Gap, the brand is revealing the two spots on
Twitter first and is also leveraging the platform as an extension of a
traditional TV network.
On September 13, Gap began revealing a series of audio content from both
spots through a retweet call-to-action. Once 500 people retweeted a
special link from @gap, the audio content and musicians' names were
unlocked. Then, once 1,000 people retweet a follow-up tweet from @gap,
the full spots will be revealed on Twitter by September 16 at 11:30
a.m. EST and will begin airing on North America primetime that same
evening.
Additionally, through Promoted Tweets using Twitter's TV ad targeting
technology, Gap is broadening the reach of the spots by connecting with
consumers who are tweeting about relevant TV shows where Gap already
advertises and connecting with consumers outside of its organic
follower base. Twitter is also acting like a phantom "TV network,"
enabling the videos to appear in countries like the UK where they're
not airing on traditional TV.
"The way people get their information and entertainment has materially
and permanently changed. It's everywhere every minute of the day. While
TV still reaches many people at the same time, it's the power of social
conversations that turn amazing video content from a commercial into an
event. By leveraging a platform like Twitter, we're able to broaden and
deepen the emotional power of Back to Blue, long after the spots have stopped airing on the networks," added
Farbman.
Back to Blue is the broadest-reaching campaign in the company's modern
history, reflecting the dramatically changing media landscape. The Back to Blue spots will air in North America and globally in select markets in TV,
cinema, digital, social, in-store, and taxi TV. In addition to TV, it
celebrates the brand's heritage through print, outdoor, direct, social,
in-store and digital.
About Gap
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 1,600 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.
SOURCE Gap Canada