Gap returning to television with ‘Dress Normal’ campaign

New York -- Gap is returning to television. The brand debuted four commercials that will air on TV, in cinema, in stores and online. Created by Academy Award-nominated director David Fincher, the films were created with Wieden+Kennedy New York as part of Gap's new marketing campaign, Dress Normal. The TV campaign launches in the United States and United Kingdom in the week of Sept. 1.

"We want these films to get people talking,” said Seth Farbman, Gap global chief marketing officer. “Each one features a confident woman at the center and tells a story of how liberating it is when you are being your most authentic self. We believe everyone who watches them will identify with one or more of the characters."

According to Gap, the Dress Normal boldly instructs individuals to shape their own authentic, personal style - and intentionally challenges every one of us to dress for ourselves.

"We were inspired by the bold and honest spirit of the millennial generation; their authenticity is what makes them stand apart in today's complex world," said Stephen Sunnucks, Gap global president. "Gap has always stood for individuality and being your most authentic self. By challenging the idea of what it means to dress normal, we hope to inspire confidence in everyone's own personal style."

In addition to television, the campaign spans print, outdoor, mobile, direct, social, in store and digital. Gap has also enhanced its online Styld.by platform with amplified digital and video content and a range of creative influencers, including popular bloggers, style experts, musicians, photographers, filmmakers and artists to curate the best fall looks and illustrate their own version of Dress Normal.  

In mid-September, the brand will launch an experiential element to the campaign - the Dress Normal Project - which brings to life what it means to dress normal through the lens of consumers across North America.

All four commercials can be downloaded here, or watched and shared on YouTube.

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