GapKids 'Shine On' Advertisement Features Talented Children
Katherinev123 — August 3, 2012 — Life-Stages
Gap commercials are always so fun and catchy, and the latest GapKids 'Shine On' ad is no exception. To promote its upcoming fall collection for children, Gap has launched a North American campaign that features children having fun and displaying their talents while painting a mural at a middle school in Los Angeles.
Four of the kids in the commercial are actually winners of the 6th annual casting call by Gap to seek out talented kids who create a positive impact on the world. Among the kids featured in the advertisement are an 11-year-old activist against bullying, an 8-year-old DJ and a 4-year-old comedian. As Gap's Global Chief Marketing Officer Seth Farbman states, "By pairing our Casting Call finalists with a hand-selected group of children who are making a difference in the world, we’re capturing the optimistic spirit of what it means to be a Gap kid.”
Further, the GapKids 'Shine On' campaign also comprises online tutorials revolved around DIY projects that children can do with their families. The projects range from making preppy clothing patches to bedazzling pencil cases.
Four of the kids in the commercial are actually winners of the 6th annual casting call by Gap to seek out talented kids who create a positive impact on the world. Among the kids featured in the advertisement are an 11-year-old activist against bullying, an 8-year-old DJ and a 4-year-old comedian. As Gap's Global Chief Marketing Officer Seth Farbman states, "By pairing our Casting Call finalists with a hand-selected group of children who are making a difference in the world, we’re capturing the optimistic spirit of what it means to be a Gap kid.”
Further, the GapKids 'Shine On' campaign also comprises online tutorials revolved around DIY projects that children can do with their families. The projects range from making preppy clothing patches to bedazzling pencil cases.
Trend Themes
1. Positive Impact Casting Call - Creating opportunities for talented kids who make a positive impact in the world through casting calls and campaigns.
2. Fun and Educational DIY Projects - Promoting creativity and family bonding by providing online tutorials for children to engage in DIY projects.
3. Child-driven Advertising - Featuring children's talents and personalities in advertising campaigns to appeal to a younger audience.
Industry Implications
1. Children's Clothing - Opportunities to showcase creativity and individuality in children’s clothing design and marketing.
2. Education and Entertainment - Combining education and entertainment by providing engaging DIY projects and tutorials for children and families.
3. Advertising and Marketing - Utilizing child-driven advertising campaigns to captivate and connect with younger consumers.
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