With controversy in the jean advertising community, clothing company GAP approached the scene with a new perspective on advertising.
GAP recently released a commercial featuring America’s new girl group Katseye, wearing jeans from their company. The interesting part is what sparked social media users’ interest. Fans were incredibly fascinated by the comparison between GAP’s and American Eagle’s advertisements.
The American Eagle advertisement, featuring actress Sydney Sweeney, sparked a lot of controversy for many reasons. For more information on this ad, you can check out the article, “Sydney Sweeny steals headlines with American Eagle ad.”
However, not even a month later, GAP released their ad featuring Katseye. The ad includes a remix of Kelis’s song “Milkshake” and consists of the members of the group dancing in GAP apparel.
Before their recent rise of fame associated with GAP, Katseye has been noticed worldwide not only for their singing abilities, but their dancing. Every one of their performances have included a multitude of dance moves captivating audiences and fans. Naturally, GAP capitalized on this by making their ad one giant performance on Katsye’s dancing abilities.
This ad has quickly caught the attention of social media. Fans all around the world have been copying the dance seen in the ad, posting it on TikTok and even comparing it to the controversial Sydney Sweeney ad. The feedback on this ad has been bustling, with the internets even crowning GAP as the “queen” of jeans.
Additionally, the advertisement also promotes inclusivity. The members of the group have a wide range of ethnicities, including Korean, Swedish, Venezuelan, Indian and Chinese-Singaporean. This is a drastic change from the American Eagle ad in which it featured a Caucasian American girl, with blonde hair and blue eyes, who spoke about her “good genes.”
There are still fans out there who prefer the American Eagle ad to the Gap ad. However, in the end there is no clear “winner,” only a company who has made more profits in sales. So, the real question is: who will you buy from?
