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Empowering Back-to-School Campaigns

Gap Kids' 'Forward' Ads Spotlight Emerging Child Musicians

— August 27, 2019 — Marketing
Gap Kids' ‘Forward’ campaign is launched just in time for the back to school season ahead. The fun ad is released alongside a #GapToSchool social tag and pays tribute to retro rock and roll. Released in both 30 and 60-second varieties, the ad spotlights emerging child musicians who perform 80s Guns N' Roses hit song Sweet Child O' Mine.

Gap enlists a "cast of bold kids who are breaking boundaries" in its Forward ad series which aims to engage Gen Z audiences. The campaign aims to empower the next generation of creatives by encouraging them to follow their dreams, to perfect their craft and to make strives forward.

Young musicians who are featured in the campaign include 13-year-old electric guitarist Salem Darling and 7-year-old, blind pianist Avett Ray who aims to be a role model for other visually impaired youth. 12-year-old bass guitarist Lil Asmar, 11-year old dancer Emmanuel Hurd and The Twits -- a band consisting of 11-year-old guitarist Camden Edie and 9-year-old drummer Recker Eans -- also star in the campaign alongside 5-year-old drummer L.J. Wilson.
Trend Themes
1. Child Musicians in Advertising - The use of young, talented musicians in advertising campaigns is a growing trend that appeals to younger audiences and creates opportunities to showcase emerging talent.
2. Empowering Gen Z Through Creativity - Empowering and encouraging Gen Z through creativity and self-expression is a trend that companies can tap into to appeal to the values of this generation and create brand loyalty.
3. Social Media Integration in Back-to-school Campaigns - Integrating social media platforms, such as hashtags and user-generated content, in back-to-school advertising campaigns is a trend that creates interactive experiences for consumers and leverages the viral power of social media.
Industry Implications
1. Fashion and Apparel - Fashion and apparel companies can integrate young musicians into their advertising campaigns to appeal to younger audiences and generate brand loyalty.
2. Music and Entertainment - The music and entertainment industries can capitalize on the trend of showcasing emerging young musicians in advertising to both promote these artists and appeal to younger audiences.
3. Marketing and Advertising - Marketing and advertising agencies can help businesses tap into the trend of integrating social media into their back-to-school campaigns to create interactive experiences for consumers and increase brand awareness on social platforms.
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