Jungle Collaborates with Gap to Showcase Spring Linen Collection in TikTok-inspired Ad Campaign
Jungle's latest collaboration with Gap features captivating ads inspired by the viral TikTok hit, “Back on 74,” known for its intricate dance moves. Dive into the world of spring fashion as Jungle members bring their creative flair to Gap's linen collection promotion.
Gap's Spring Campaign Inspired by Jungle's Viral Song
Gap's newest spring campaign is influenced by a popular song and music video by the band Jungle, showcasing the retailer's linen clothing line, as stated in a press release.
New advertisements created by Jungle members J Lloyd and Charlie Di Placido showcase intricate dance choreography and smooth camera movements reminiscent of the style that propelled the hit single, “Back On 74,” to viral success on TikTok last year.
The campaign features musician Tyla, known for the song "Water," who joins the dance ensemble and is prominently featured in Gap's seasonal marketing materials. A mix of digital, out-of-home, video, and social media elements are utilized in the campaign, with Jungle and Tyla collaborating with the brand to create in-store playlists that will also be accessible on Spotify.
Article Insight:
Gap is centering its upcoming spring 2024 campaign on pop music, drawing inspiration from Jungle's popular "Back on 74" video. The campaign will feature dance-focused ads showcasing the relaxed comfort of Gap's linen collection, including loose-leg pants and long-sleeved button-ups with a '90s aesthetic. This strategic move reflects Gap's ongoing efforts to connect with Gen Z and millennial consumers who have shown a preference for fast-fashion brands like Shein.
"Back on 74" gained popularity on TikTok, with users on the platform creating their own versions of the intricate dance routine featured in the song. The original music video for this retro '70s tune has reached 20 million views on YouTube, while related videos on TikTok have collectively garnered over 1 billion views, according to Gap's announcement. The choreography for the song was created by Shay Latukolan, who also worked on "Back on 74."
Gap has partnered with Tyla, an emerging artist from South Africa, in addition to enlisting members of Jungle to develop and direct its campaign. The 22-year-old achieved chart success with her single “Water” on the Billboard Hot 100 and recently won her first Grammy Award for Best African Music Performance.
Gap president and CEO, Mark Breitbard, expressed in a press statement, “Working with talent who embody the spirit of originality is not just a choice, but a commitment to our brand’s heritage.” He added, “This campaign pays homage to Gap’s iconic musical ads of the past while embracing the diverse voices and talents that shape our present and future.”
Gap's collaboration with emerging artists could be the key to engaging Gen Z shoppers and reversing the trend of declining traffic and cultural relevance. The brand has faced significant challenges in recent years, such as the termination of a prominent partnership with Ye, the artist formerly known as Kanye West, due to controversial statements.
Gap Inc., the parent company, experienced a 6.7% decrease in net sales in Q3 2023, with the Gap brand specifically seeing a 15% decline in net sales during the same period. To revitalize the brand, Gap has taken steps to regain its appeal. In a strategic move, Zac Posen, a renowned designer specializing in red carpet couture, was appointed as the creative director and chief creative officer for the Old Navy division in February. The company is set to announce its Q4 results on March 7.
Editor's P/S:
Gap's strategic partnership with Jungle and Tyla for its spring campaign is a testament to the brand's innovative approach to marketing. The campaign effectively leverages the popularity of Jungle's viral hit and Tyla's rising stardom to connect with younger consumers. The intricate dance choreography and '90s aesthetic evoke a sense of nostalgia and vibrancy that resonates with Gen Z and millennial audiences.
This campaign represents Gap's commitment to adapting to the evolving preferences of its target market. By embracing the power of music and collaborating with emerging artists, the brand positions itself as a relevant and relatable choice for fashion-conscious consumers. The campaign's integration across multiple platforms, including digital, out-of-home, and social media, ensures maximum reach and engagement.
