Gap premieres Madonna campaign
UK launch of high profile ads this week
August 17 2003
Gap will premiere its new TV campaign featuring music stars Madonna and Missy Eliiott in the UK this week, a few days after its US launch.
The TV ads featuring Madonna and Missy Elliott mark the first performance together for the stars, creating one of the most anticipated TV campaigns in Gap’s history.
The stars are featured wearing Gap’s new range of cords, which the retailer hopes will further drive the strong sales recovery it has seen over this year. Gary Muto, president of Gap, said: “No one brings style and music together better than Madonna and Missy Elliott. This campaign is about the new energy of cords and staying true to your individual style. Gap represents iconic American style, and who better to communicate that than Madonna.”
The soundtrack to the ads use the new song [i]Into the Hollywood Groove[/i] which consists of elements from [i]Hollywood[/i], Madonna’s latest single from her [i]American Life[/i] album, and [i]Get into the Groove[/i], her 1985 smash hit.
Madonna wears Gap’s new low rise cropped cords and a GapBody ribbed white tank top. Her cords feature embroidery and rhinestone detailing, including an M on the back pocket and Lady M on the front pant leg. She is also wearing more than $5m in diamond jewellery from Neil Lane.
Missy’s look features Gap low rise boot cut cords worn with a matching cord jacket customized with a classic Gap gray hoodie. Underneath her jacket, she wears a classic Gap T emblazoned with an airbrushed self-portrait. Missy’s cords also feature an embroidered and studded M, and in true Missy Misdemeanor Elliott style, Gap is spelled out on her pant leg in airbrushed detailing. She wears her own diamond jewellery.
