By: Brooke Needham

The holiday season is a critical time for retailers to stand out against competition. Gap did just that in their latest holiday campaign, “Give Your Gift.” This campaign showcases the importance of emotional storytelling as it emphasizes connection, togetherness, and individuality. In the current market, consumers are drawn to experiences over products, and Gap’s newest campaigns demonstrate a strategic evolution for holiday marketing.

While many brands are focusing on celebrity endorsement, Gap has decided to use music for storytelling across generations. This content creates an emotional connection with its audience. This campaign shows how traditional retailers can modernize their marketing approach to stay relevant, engage with younger audiences, and drive sales in a competitive holiday season.

---

The center of the campaign is a cover of Miley Cyrus’ “The Climb” performed by 20-year-old artist Sienna Spiro, along with a choir ranging in ages from 8 to 72. This multigenerational choir captures the central idea of connection across generations in this campaign. “The Climb” was chosen to highlight hope, growth, and perseverance. This song choice creates an emotional aspect that connects with the audience more than the clothing.

This campaign was directed by Bethany Vargas and photographed by Bjorn Iooss. This team has successfully captured other marketing campaigns, such as Gap’s “Better in Denim” in the fall, which reached 20 million views within three days. This campaign showcases Gap’s CashSoft collection in various textures and patterns. This includes crewneck and V-neck sweaters, scarves, and hats.

Gap’s Chief Marketing Officer, Fabiola Torres, stated, “Give Your Gift embodies our marketing strategy: creativity anchored in product, powered by culture, and designed for social connection. It’s about finding strength in vulnerability and optimism in what we share.”

The Impact of Music

When you think of Christmas advertisements, the first thing that comes to your mind may be songs of jingle bells and classic Christmas carols, but Gap decided to use a non-traditional holiday song for this campaign. The choice of “The Climb” was made with purpose. This song brings a nostalgic and emotional memory. The song is sung by a choir, which adds an authentic feel and makes viewers feel connected to the story. It was also chosen to highlight the power of connecting generations with hope in the holiday season.

When people hear a certain song, their brain quickly connects it to a place, object, or person. In a study, it was found that music helps viewers associate with a brand and improves advertisement recall. Music helps create emotion, define the brand, improve a storyline, and connect with the target audience.

Multigenerational Appeal

When I think of the holidays, I reflect on times at my grandparents’ house with all my aunts, uncles, and cousins. Having us all together is what makes this time of year so special. Gap captures that exact feeling in their campaign by having different generations come together. As mentioned before, this campaign choir included singers from eight to seventy-two years old, representing the same inclusive and family connection that so many of us associate with the holidays.

So why is it important for Gap to display a choir with individuals from all different generations? One of Gap’s strategies for this campaign was to showcase how the clothes are for everyone. By doing this, Gap is creating a sense of community by uniting everyone wearing the CashSoft line. This strategy allows Gap to capture the attention of younger generations and maintain the strong customer loyalty it already has with other customers.

Campaigns Across Different Marketing Channels

On November 4, Gap launched the “Give Your Gift” campaign across digital, social, video, and in-store displays. On Gap’s social media platforms, this campaign has been made into clips and video ads to drive engagement. In major cities such as San Francisco, London, Dallas, and Chicago, Gap has created an immersive in-store experience to showcase the campaign, making it a must-see attraction. Using social media, digital, and in-store attractions helps create an effortless transition between platforms. Gap was able to achieve this by developing one advertisement and creating multiple uses. It tells a unified story about strength, hope, and togetherness.

The rising trend of in-store shopping experiences is becoming increasingly popular among younger consumers. According to Forbes, the rise of shopping in physical stores among Gen Z is increasing due to the immersive holiday experiences stores offer. When it comes to shopping, it is no longer about purchasing the perfect gift, but the entire experience. Many people choose to go shopping with friends and family, creating connections and meaningful memories. When brands create “pop-up” attractions or immersive shopping experiences, they can attract influencers and creators who share the experience across platforms like Instagram and TikTok. This exposure helps generate excitement, draw in new customers, and increase shoppers through the holiday season.

---

The Power of “Give Your Gift”

As prices continue to rise, shoppers are expected to spend 10% less this holiday season compared to 2024. The emotional message Gap uses will help it stand out in the crowded market. This campaign showcases the impact of modern marketing in retail. Gap was able to combine emotion, inclusivity, and omnichannel storytelling. The use of Miley Cyrus’ “The Climb” brings a nostalgic feeling. With artists Sienna Spiro and the choir members, Gap captures connection, hope, and the power of music.