Screenshot of Gap commercial.
Gap’s recent ad campaign for its denim collection features a video directed by Bethany Vargas.
The video, titled “Better With Denim”, is composed of a dance performance by international girl group Katseye. Everything about this commercial screams diversity, unlike another recent jeans commercial that portrayed eugenics-laden language as cute and cheeky. American Eagle’s campaign with Sydney Sweeney drew the line between liberals and conservatives with a play on words and highlighting the actress’s Eurocentric features.
Gap’s commercial was seemingly a response to AE’s campaign, highlighting women and men of color as they dance against a white background to “Milkshake” by Kelis. Robbie Blue choreographed the dance.
The video has over 45 million plays on TikTok since its release on August 19.
Vargas is Mexican American and has worked with Latino artist Kali Uchis and The Marias. She has also worked with Lady Gaga on her top hit “Abracadabra.”
“It feels very surreal,” she told KREM 2 News from her hometown of Othello, Washington. “It’s been 10-plus years in the making, and I still feel like I’m just scratching the surface.”
This is not Gap’s first dance commercial. In the 90s, the denim company highlighted the swing music revival, utilizing that lively genre to advertise their khaki collection.
