Gap 2009 Holiday Commercial

Although only thirteen days old, this commercial is feeling the pressure from the critics! Gap launched this ad on November 13 to emphasize the momentum for their 1969 denim launch, and is decked out with impressive choreographed routines and denim, boots, scarves – the whole nine yards. Though over-exuberance is evidently apparent, it is hard to say that Gap didn’t have their hearts in the right place. However, Gap is now being accused of making fun of religion in the delivery process.

In fact, the American Family Association wants a two-month boycott of Gap and its sister brands Old Navy and Banana Republic for phrases like the following: “Go Christmas, go Hanukkah, go Kwanzaa, go Solstice. . . . Do whatever you wannukkah and to all a cheery night.” In response, Gap issued the following statement: “the company is and has always been an inclusive, accessible brand in which everyone can participate and we embrace diversity across all of our customers, and more importantly respect their beliefs as individuals… We focus our marketing on the joys of the holiday season as a whole.” While there are comments expressing offense, the majority of others have just said that they are more annoyed than anything with the over-the-top pep. See for yourself; is it worth a boycott for all chains under the Gap Inc. name?

Advertisement