With its new 'I Am GAP' campaign, GAP uses real Americans to highlight the brand's diverse scope.
Produced by 'Untitled Worldwide,' I Am GAP uses people found through street castings to capture the diverse spirit of the brand. The ad is meant to depict a viewpoint of what an American summer would look like. With a range of personalities, the intended feel is patriotic and empowering.
The GAP has long been known as an inclusive brand, even before other retailers were adopting the same philosophy. The message is that people of all ages, sizes and backgrounds are welcome to enjoy its products.
More retailers are making messages of diversity a priority in their advertising campaigns.
Diversity-Focused Clothing Ads
GAP's 'I Am Gap' Campaign Uses Real People, Not Models
Trend Themes
1. Diverse Advertising Campaigns - Brands are using real people from different backgrounds to promote diversity and inclusivity in their advertising.
2. Street Castings - The use of street castings is becoming popular to capture the authentic and diverse essence of a brand.
3. Inclusive Branding - Retailers are emphasizing inclusivity by showcasing people of all ages, sizes, and backgrounds in their marketing efforts.
Industry Implications
1. Fashion Retail - Fashion retailers are embracing diversity-focused advertising campaigns to attract a broader and more inclusive customer base.
2. Advertising and Marketing - The advertising and marketing industry has an opportunity to create innovative campaigns that celebrate diversity and resonate with a wider audience.
3. Consumer Goods - Consumer goods companies can differentiate themselves by promoting inclusive branding and featuring real people in their advertisements.