GAP FOCUSES ON DIGITAL WITH A HOLIDAY CAMPAIGN THAT WON'T AIR ON TV

This holiday season is going to be a lot different for the Gap. The brand has a new chief marketing officer, is working with a new agency and is about to separate from its sister brand and longtime sales booster, Old Navy, which will spin off from the publicly traded clothier next year. There’s a lot riding on the sales success of the coming months, so Gap is going in a different direction with its holiday campaign.

Under CMO Alegra O’Hare, who joined San Francisco-based Gap from Adidas in February, the brand is pursuing a more emotional marketing tone for holiday—a departure from the typical jazzy musical numbers of previous campaigns that doubled down on nostalgia. One 60-second anthem spot follows the growth of a young boy, his single mother, and his trusty red Gap hoodie.

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