Everyone knows Gap's heyday was in the '90s. Now, the struggling clothier is trying to use its past to improve its future. On Thursday, the San Francisco-based brand, which is owned by Gap Inc., unveiled a new campaign, "Generation Gap," to promote the chain's reissue of archived items from the '90s, like khakis, logo sweatshirts, and certain T-shirts, for sale this month. New Chief Marketing Officer Craig Brommers tapped the children of celebrities who starred in Gap's original 90s campaigns, such as Demi Moore's daughter Rumer Willis, and Diana Ross' son Evan Ross, for the new effort.
"The '90s is having a moment, and you could argue that no retail brand thrived as much as Gap did in the 1990s, so it made sense to dig into the archives," said Mr. Brommers, who joined Gap late last year after working at Abercrombie & Fitch, noting that the brand is at its best when telling stories of emotional resonance.
The campaign includes a nearly two-minute digital video featuring Ms. Willis and Mr. Ross, who are joined by others, including Mick Jagger's daughter Elizabeth Jagger and Kim Gordon's daughter Coco Gordon, in singing 90s hit "All 4 Love" by Color Me Badd. Supermodel Naomi Campbell, who promoted Gap in the 90s, is also in the spot. Gap plans to air a 30-second version of the video in 10 local markets during the Grammy Awards broadcast on Feb. 12. The brand will also push out additional clips via social media including Snapchat, Instagram and Youtube.
Kevin Calero directed the "Generation Gap" video. Gap's in-house team also worked with New York-based Storey, a division of North Six.
Read more about the campaign over at AdAge.com.