Emerging artist Sienna Spiro reinterprets the iconic song “The Climb” by Miley Cyrus in a soulful way, along with a diverse choir made up of singers between 8 and 72 years old. That is the simple image that Gap has created for its Christmas ad, with which the fashion brand highlights the power of both music and its timeless products to unite generations.

With “Give your gift,” Gap launches an emotional and thoughtful message about how sharing our gifts and uniqueness strengthens and enriches us as a society. Through music, style and connection, the campaign is a celebration of diversity, not only of people, but also of the brand’s aesthetic proposal, suitable for all types of profiles.

The ad has been worked on together with the agency Invisible Dynamics, and has been directed by Bethany Vargas and features photography by Bjorn Iooss, the creative duo behind the “Better in denim” campaign, starring the international girl band Katseye and launched last September.

“From Katseye’s viral dance moves to this season’s chorus of fresh voices, Gap continues to celebrate individuality and creativity, blending nostalgia with the energy of a new generation“, commented Richard Dickson, CEO of Gap, through LinkedIn. “This Gap launch honors perseverance, optimism and connection. Values ​​that define both our own journey and the heart of the season”.

“‘Give Your Gift’ represents our marketing strategy: product-based creativity, culture-driven and designed for social connection. It’s about finding strength in vulnerability and optimism in what we share.“, commented Fabiola Torres, Marketing Director of the Gap brand, in a statement. The company’s objective is to inspire self-confidence at all points of contact with consumers.

The campaign, which was launched on November 4 on digital platforms, social networks, and display advertising, picks up the baton of the one launched last year under the same concept. On that occasion he reinterpreted a cappella the song “Together Again”, published in 1997 by Janet Jackson.