Related Posts with Thumbnails
P&C Reads
  • Arsene Lupin, Gentleman-Thief (Penguin Classics)
    Arsene Lupin, Gentleman-Thief (Penguin Classics)
    by Maurice Leblanc
  • Remedy
    Remedy
    by Anne Marsella
Widget_logo
Login
Visit Sourdough & Style Cinema!

Proud Member of...
Got a Question for Ms. P&C?
Get Your Ten!


Subscribe
Add to Google Add to Google
Best of P&C
Etcetera...
Adverts
« On the Make: Jewelry Tree | Main | Winona Confidential »
Sunday
22Nov2009

Gap Holiday Commercial 2009: Make It Stop

It's a week before Thanksgiving and I already want this ad gone. Off the air. Make it stop.

"2-4-6-8 'Tis the time to liberate. Go Christmas, go Hanukkah, go Kawanza, go Solstice. Go classic tree, go plastic tree, go plant a tree, go without a tree. You 86-the rules, you do what just feels right. Happy Dowhateveryouwannakah and to all a cheery night."

Happy Dowhateveryouwannakah? Are you kidding me? First of all, I didn't realize that the holiday season was so full of "rules" that we had to be "liberated" from them. Second, when did the holidays become so politically correct all the time? I celebrate Christmas, but I love me a latke, and there's a bar near my house that does a big Solstice party every year. I guess my point is, don't we already "rekagnize" that there's more than just Christmas? When did saying "Merry Christmas" become so taboo?

But back to the travesty that is this commercial. Every time it comes on the television (which is a lot right now), I want to change the channel. The voices are shrill, you can't see the product clearly at all, and the rhyme is obnoxiously annoying. All of that together leaves an unsettled nervous feeling, like my eardrums are bleeding, or someone just ran fingernails over a blackboard. It definitely doesn't make me want to go buy products at The Gap.

True, the cheerleaders do have some great moves and are truly athletic, but why cheer? Isn't that trend dead yet? This may have been more in-touch when Bring It On were in theatres, but this year's teen trend (which they're clearly trying to target) is all about Glee and Twilight, and I'm sure that someone in the marketing department at The Gap knows that.

Advertising for The Gap has always traditionally featured celebrities and a colorful, classically lighthearted style. The cast of Gossip Girl did a spot a few years ago, while the cast of Saturday Night Live were featured last year. This ad should have featured the cast of Glee doing a caroling mash-up while wearing the holiday collection. It would have been much more playful, more exciting, and more appropriately on-trend.

This ad spot just makes me want to run away screaming...not cheering.

Reader Comments (8)

I am so with you on this one. I have to mute it or fast forward when it comes on. It's just plain awful.
November 22, 2009 | Unregistered Commenteralyssa
I agreed -- this ad drives me insane. What ever happened to the beautiful black and white photography of their old magazine campaign?

Nice mention in the Chron this weekend! Jill
November 23, 2009 | Unregistered Commenterjill
I hate it too! I actually enjoy traditions so I'm annoyed when people want me to "liberate" myself from them.
November 25, 2009 | Unregistered CommenterJael Paris
I hadn't even seen it until now!
November 28, 2009 | Unregistered CommenterWendyB
I hope EVERYONE involved in the making of these ads die in a fire. Yes, even those annoying children!
December 1, 2009 | Unregistered CommenterAmy
I really don't see anything wrong with this commercial. Maybe you all should liberate yourselves from stereotypical "celebrities" ads and make it about us, average consumers. I'm not going to even go into tabooing "Merry Christmas", if it's all accepted and known by everyone, why is it so annyoing to you? And black and white ads: is it for real? Doesn't every one of us need some color not only in our wardrobes, but in our lives too? I really sympathize to all of you.
December 16, 2009 | Unregistered CommenterNatalie
Thanks for the comment Natalie. If you read the post again, you'll realize that I hate that "Merry Christmas" has become taboo. Why should I have to accept "Happy Holidays" when I only celebrate Christmas? Even if it is "good enough for everyone else". I love the "Merry Christmas" greeting and hate having to hold back on it for everyone elses' political correctness.

I do take issue with the idea that you think this ad represents "average consumers" when it doesn't. Personally, I don't find the ad particularly colorful or exciting, only annoying and unintelligent. Is this what we have to sacrifice for "color"? The point of the ad is to engage customers and to draw them into the product line and the retail establishment. My opinion states that it does neither of these things. If you think otherwise, then I think that's great.

Anyways, I'm glad that one of the people who actually enjoys the commercial has found this post!
December 16, 2009 | Unregistered CommenterMs. P&C
I have a couple friends who worked on this commercial. They love it and that's good because they're also customers of the gap. Perfect ecosystem for them. But I have to say with all honestly - prefacing it with 'I'm a glass half full person, I like Kittens and Care Bears too', but I saw this before reading this post and wanted to throw the TV out the window. The sensation is so repellent and obnoxious it's like being smashed with a saccharine sledgehammer. On the bright side, smiling people and fun choreography beats war any day.
December 18, 2009 | Unregistered CommenterRandall

PostPost a New Comment

Enter your information below to add a new comment.
Author Email (optional):
Author URL (optional):
Post:
 
All HTML will be escaped. Hyperlinks will be created for URLs automatically.