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WATCH ON DEMAND FROM 25 Jan 2021
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Gap continues new campaign push with film series by Fight Club director

American clothing brand Gap has released a series of films as part of its new ‘Dress Normal’ campaign that will air on TV, in cinema, in stores and online.

The four new commercials – Kiss, Drive, Golf and Stairs – were created by Academy Award-nominated and Fight Club director David Fincher and mark Gap’s return to television advertising.

Created by Weiden + Kennedy New York, the black and white films draw on inspiration from Film Noir and give a nod to Gap’s fashion offering of black denim.

The commercials appear alongside a print campaign starring Anjelica Huston, Elisabeth Moss, Michael K. Williams, Jena Malone and Zosia Mamet, both of which will launch fully on 2 September.

Stephen Sunnucks, Gap global president said the films were inspired by “the bold and honest spirit” of the millennial generation;

“Their authenticity is what makes them stand apart in today’s complex world.”

“Gap has always stood for individuality and being your most authentic self. By challenging the idea of what it means to dress normal, we hope to inspire confidence in everyone’s own personal style.”

The autumn campaign marks the first creative execution of Dress Normal which will shift its narrative each season to other iconic Gap staples.

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