The scions of musical icons make their parents' songs their own in a new campaign from The Gap, "Back to the Blue," created out of Peterson Milla Hooks, Minneapolis. The marketer's first television push in seven years, it stars Billy Joel's daughter Alexa Ray, who sings her own rendition of her father's classic tune "Just the Way You Are," and Dhani Harrison, the son of George Harrison, who performs his own take on "For You Blue," from The Beatles' album "Let It Be."
Music photographer/documentarian Danny Clinch directed the spots and accompanying behind the scenes films, which, like Gap campaigns of years past, feature a barebones set that puts the performer and clothes front and center. As the musicians perform, little details that pay homage to their fathers appear. For example, Alex Ray Joel wears her father's ring and plays on the same kind of piano he used to record the orgiinal song.
Both covers are available for download on iTunes and the proceeds for the Harrison track will go to George Harrison's Material World Foundation, which seeks to create awareness for the mission to cure spinal cord injury via the Christopher and Dana Reeve Foundation.
The campaign will be launched on social media, and all films will run a variety of platforms, from broadcast to online. Read more about the new Gap campaign on Adage.com
- Sep 16, 2013
- Danny Clinch
- Chief Marketing Officer:
- Seth Farbman