Gap commercials are always so fun and catchy, and the latest GapKids 'Shine On' ad is no exception. To promote its upcoming fall collection for children, Gap has launched a North American campaign that features children having fun and displaying their talents while painting a mural at a middle school in Los Angeles.
Four of the kids in the commercial are actually winners of the 6th annual casting call by Gap to seek out talented kids who create a positive impact on the world. Among the kids featured in the advertisement are an 11-year-old activist against bullying, an 8-year-old DJ and a 4-year-old comedian. As Gap's Global Chief Marketing Officer Seth Farbman states, "By pairing our Casting Call finalists with a hand-selected group of children who are making a difference in the world, we’re capturing the optimistic spirit of what it means to be a Gap kid."
Further, the GapKids 'Shine On' campaign also comprises online tutorials revolved around DIY projects that children can do with their families. The projects range from making preppy clothing patches to bedazzling pencil cases.
Stats for Playful Painting Kiddie Campaigns
Trending: Older & Mild
Research: 901 clicks in 194 w
Interest: > 3 minutes
Concept: Gapkids 'shine On'
Related: 108 examples / 83 photos
Segment: Neutral, 0-18
Comparison Set: 40 similar articles, including: childishly painted catalogs, eclectic tech ensembles, and group-hug campaigns.
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