Breaking the GAP in Marketing: How Gap Turned a Hit Song into a Hit Campaign

Photo: So Fetch Media

Music is what moves us, right? It’s in movies, television shows, and especially in ads. Music in marketing is a powerful creative tool that can make any campaign stand out, particularly when it involves a catchy jingle. Who can forget the famous Reese’s Puffs jingle? “Reese’s Puffs Reese’s Puffs, put your spoons up!” It instantly takes me back to morning cartoons and cereal bowls. But jingles aside, what I really want to highlight is how using already trending music in marketing can create buzz in the best way. Let’s take a look at how Gap pulled it off.

When Fashion Meets Beat

   Gap has long been known as an all American brand, clean and minimal. But what really made them stand out recently was their new approach: tuning into what is trending, especially in music. Their campaign Linen That Moves You skyrocketed across social media. The ad featured singer Tyla and the band Jungle, whose song “Back on 74” had already taken TikTok by storm. Gap saw the cultural moment, and instead of forcing a sound of their own, they leaned in. They showcased their clothing alongside Jungle’s dancers, all to the rhythm of “Back on 74.” The result? Over 2.2 million views and thousands of comments.

Photo: Youtube

The ad worked because it showed the powerful way marketing connects with music and how music, in turn, moves people. Marketing is broad, but when music is woven in, the reach expands and impressions stick. This campaign worked for Gap because it told their audience, loud and clear, that they are on trend. Even today, Gap continues to release fresh ads centered around music; without needing jingles, because they are OWNING the song and giving it their own meaning. And that makes Gap truly fetch.