Kelis’ “Milkshake” brings all the boys to the yard, and recently, it’s been bringing people’s attention to Gap. In a time of controversial brand campaigns and tone-deaf advertising, the new ad sold America a throwback hit, a viral dance, a girl group and jeans we actually want to buy.
The groundbreaking ad features the global sensation girl group KATSEYE, and is part of the brand’s new ad campaign, “Better in Denim,” which emphasizes self-expression, personal style and individuality.
The ad features the six ethnically diverse members performing a riveting and eventually very popular dance number that would break engagement numbers. Shortly after the ad’s release, the dance emerged on TikTok, with many of the app’s users recreating it.
While there were people recreating the dance, others couldn’t help but praise the marketing tactics of Gap, comparing it to the controversial American Eagle “Good Jeans” ad released about a month earlier.
The ad stars actress Sydney Sweeney, a blonde, blue-eyed, all-American female fatale. The campaign’s tagline was, “Sydney Sweeney Has Great Jeans.”
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What was meant to be a cheeky double entendre quickly sparked backlash. Because of the “gene” pun, many accused the brand of promoting eugenics and white supremacist rhetoric. Stirring the pot even more, President Donald Trump supported and praised the ad by referring to it as “the HOTTEST ad out there.”
Sure, American Eagle’s stock increased, but the ad sparked controversy, turned viewers off and received praise from Trump. Quite the combination for a brand.
Despite what its sales are looking like, American Eagle got it wrong. The rhetoric was indeed cheeky, but absolutely tone deaf.
While American Eagle got tangled in wordplay, Gap gave a masterclass in marketing and how to have a cultural impact.
Critics called the Gap ad “woke garbage” that “nobody noticed.” With 20 million views (compared to American Eagle’s 9 million) and a 179% spike in “Milkshake” streams later, it’s safe to say someone noticed.
Gap has a history of iconic and successful ads that made a cultural impact. The brand emphasizes an important concept: Inclusive marketing equals sales.
Not only does it sell, but it’s valued. When brands lean into diversity and cultural moments, they make a lasting impact on audiences and consumers. People want to feel seen, especially by brands they consume and wear.
A 2020 survey found that “younger Americans were more likely to want an increase in racial representation in advertising, with 55 percent of respondents aged 18-34 in favor of more racial diversity in ads.”
This “denim war” between American Eagle and Gap highlights that cultural impact comes from creating campaigns that feel relevant and inclusive.
Today’s consumers, minorities especially, expect more from brands. Representation is vital, and companies suffer the consequences when representation isn’t prioritized.
The reaction to Target’s decision to pull back on its DEI initiatives earlier this year displayed just how necessary diversity is for consumer support and trust. It sparked boycotts, backlash and mistrust among consumers.
Inclusive marketing doesn’t stop at race. Diversity in fashion marketing should extend to size and gender inclusivity, as well as body diversity.
Size inclusivity is just as crucial. Brands such as Rihanna’s Savage X Fenty and Kim Kardashian’s SKIMS don’t just sell products of a wide variety of sizes, but also publicly campaign for women of every body type and shape. These brands have been more than successful at this and, in turn, have reaped benefits in sales, audiences and culture.
When done correctly, brands sell more than clothes — they sell culture and belonging. Consumers of clothes and culture want ads that reflect the world around them.
Diversity in marketing isn’t “woke advertising.” It’s smart advertising, and when companies fail to adapt, it serves as a fatal flaw.
Gap exemplified how important prioritizing cultural relevance and diversity is. The brand is the one with the “great jeans.” Dang right, American Eagle, it’s better than yours. Gap could teach you.
Prayse is a senior in Media.
