# Heartwarming Sweater Commercials Gap Launched 'The Hoodie' Campaign Just in Time for the Holidays By Grace Mahas | Published 2019-10-26 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/the-hoodie References: [thedrum](https://www.thedrum.com/creative-works/project/johannes-leonardo-gap-the-hoodie) & [youtube](https://www.youtube.com/watch?v=03mDh8JJjWo#action=share) The iconic fashion retailer [Gap](https://www.trendhunter.com/trends/gap-and-parker-posey) recently debuted a new campaign titled 'The Hoodie' just in time for the 2019 holiday season. It tells the story of a mother and son throughout various crucial life stages, including the first day of school where he's wearing the oversized [classic red Gap hoodie](https://www.trendhunter.com/trends/dad-hoodies). Next, we see the boy as a teenager in his first relationship with his significant other wearing the hoodie. It continues to show us the couple breaking up and his partner returning the staple hoodie. The commercial eventually shows the young teenager turns into a young man with a family of his own. As a gift, the mother gives her son a new Gap sweater to continue the legacy. This [heartwarming campaign](https://www.trendhunter.com/trends/amazon-boxes) shows how a simple sweater can symbolize the unbreakable bond between a parent and their child. ## Trend Insights (Trend Hunter) - Score: 2.9/10 - Popularity: 21% | Activity: 57% | Freshness: 9% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Youth](https://www.trendhunter.com/youth) ## Key Themes ### Why This Trend Is Growing - **Emotional Branding:** The success of Gap's latest campaign exemplifies the growing trend of using emotions to connect with consumers and differentiate brands. - **Legacy Marketing:** Gap's focus on the hoodie as a symbol of family tradition presents an opportunity for brands to tap into consumers' desire for products that represent their legacy. - **Lifelong Customer Journey:** By showcasing the hoodie's importance in various life stages, Gap is capitalizing on the trend of creating brands that consumers can grow with and be loyal to through all stages of their lives. ### Industries Being Reshaped - **Fashion Retail:** The fashion industry has an opportunity to use emotional storytelling to connect with consumers and create lifelong customers. - **Advertising:** With the rise of emotional branding and legacy marketing, the advertising industry can help brands find ways to tell meaningful stories that resonate with consumers. - **Gift-giving:** Gap's focus on the hoodie as a symbol of connection and tradition creates opportunities for innovative gift-giving products and marketing campaigns. ## Related on Trend Hunter - [Choreographed Retailer-Backed Commercials](https://www.trendhunter.com/trends/gap-and-parker-posey.md) - [Intergenerational Fashion Series](https://www.trendhunter.com/trends/gapstudios-fw25.md) - [Emotional Holiday Campaigns](https://www.trendhunter.com/trends/john-lewis-2025.md) - [Conjoined Holiday Sweaters](https://www.trendhunter.com/trends/suavitel-cuddle-crewneck.md) - [Cozy Apparel Collaborations](https://www.trendhunter.com/trends/summer-fridays-2.md) - [Heartwarming Seasonal Sneaker Campaigns](https://www.trendhunter.com/trends/saucony-run-home-for-the-holidays.md) - [Accessible Nostalgic Apparel Lines](https://www.trendhunter.com/trends/gap-and-den.md) - [Collaborative Archival Campaigns](https://www.trendhunter.com/trends/90s-collection.md) - [Iconic Character-Inspired Campaigns](https://www.trendhunter.com/trends/etsys-christmas-ad.md)