Clicking the “skip ad” option feels like a no-brainer when scrolling through social media. Despite this, Forbes Magazine reported 23 million plays on Gap’s new denim ad, proving that this is an ad people aren’t skipping.
There is something strangely hypnotizing about the new ad featuring all-girl band “Katseye”.
The choreography practically forces you to freeze in your seat and watch through the entirety of the minute and a half long video. Katseye dances in sync, moving their arms and legs in fast and sharp movements that catch your eye. Singer Keli’s hit song “Milkshake” plays throughout the ad, throwing us back to the very catchy 2000s Y2K denim era.
This ad has easily become an iconic moment in a part of pop culture, resurging the song’s popularity and influencing new dancing trends. Its impact speaks volumes about the quality and execution.
Seeing all of the trends this ad has created since its recent debut has been very exhilarating. It is very satisfying to see people coming together for something fun and innocent such as dancing to the song and copying Katseye’s choreography.
Katseye members Manon, Daniela, Sophia, Megan, Lara, and Yoonchae debuted in 2023 on reality TV show “Dream Academy”. Since their first song release “Touch” in June 2024 blew up on TikTok, this international K-Pop inspired group were a perfect fit for Gap’s new viral ad, partly because of the timing.
Other denim brands have also released some advertisements this summer. Sydney Sweeney’s awkward denim commercial for American Eagle premiered on July 23, a few weeks before Gap’s premiere. Controversy over the oversexualization of Sweeney’s body and indirect reference to eugenics made Gap’s new ad stand out even more in contrast.
It’s possible that there is no intended correlation with the timing of the two ads, but regardless it showed the stark difference between the two brands choice for their public image.
The diversity of Katseye members easily raised the standards of advertisements and their public image. The Katseye group members are all from different cultural backgrounds and nationalities, allowing people from all over the world to be represented on screen.
Gap also promoted the quality of their jeans.
By doing extensive choreography, it looks like Katseye members are able to move freely in jeans and experience comfort. Gap easily erased the stigma of jeans being stiff and uncomfortable. This has helped Gap achieve their original purpose of selling more jeans and gaining more financial interest from consumers.
“With KATSEYE rising fast and the ad gaining global traction, the brand has an opportunity to turn viral attention into a meaningful business boost,” says Magazine CEO Today.
Gap didn’t only sell denim to audiences, but it also sold people on higher standards for diversity and performance. Gap started a new era of advertisements that unlike denim, will not fade.
