Gap's Comeback Continues With a Feel-Good Dance Ad Starring Parker Posey

The Gap, aiming to recapture the cool factor of its 1990s and early 2000s heyday, has enlisted a fellow ‘90s icon for its latest campaign: actress Parker Posey.

Posey, known for her roles in ‘90s independent films like Dazed and Confused, Kicking and Screaming, and Party Girl, is experiencing her own return to the spotlight as a star in the latest season of HBO's hit series The White Lotus.

Now she fronts Gap's spring campaign, "Feels like Gap." The 90-second spot, set to the soundtrack "Mama's Eyes" by pop artist Mette, continues Gap's long tradition of energetic dance ads, which last year featured Troye Sivan and Tyla.

Posey enters an elevator and checks her reflection in the mirror. Feeling good in her Gap outfit, she is overcome by the music and begins dancing through a glass-walled, high-rise building and its rooftop with a diverse crew of back-up dancers. The ad conveys themes of confidence, self-expression, and acceptance.

With "Feels Like Gap," the retailer wants “to celebrate marching to the beat of your own drum and showcase personal style. Parker Posey is the ultimate original and brought the idea of ‘dancing like nobody's watching' to life," Gap chief marketing officer Fabiola Torres told ADWEEK.

The campaign will extend across digital media, out-of-home, video, and creator-led content on social media. The brand also created a moving look book and an in-store playlist curated by Posey.

Los Angeles-based brand consultancy Invisible Dynamics is behind the campaign, alongside female creatives including photographer Amy Troost, director Talia Collis, and choreographer Sadie Wilking.

Gap's comeback

Gap has been on a mission to reenergize its brand since former Mattel exec Richard Dickson took the CEO role at parent company Gap Inc. in late 2023. In February 2024, the company named designer Zac Posen evp and creative director for Gap Inc. and chief creative officer of Gap sister brand Old Navy.

Gap's marketing reboot has attempted to appeal to younger consumers through a mix of nostalgia and social virality. Its recent advertising has put modern spins on its famous dance spots from the ‘90s and early aughts.

In March 2024, Gap released "Linen Moves" starring South African Grammy Award-winning artist Tyla.

Then in August, it showcased its fall denim collection in an ad featuring Australian Grammy Award-nominated artist Troye Sivan. ADWEEK named the commercial one of the best ads of 2024.

Gap's marketing revamp is starting to pay off. Its 2024 third quarter net sales of $899 million were up 1% compared to last year, with the company crediting "strong product and marketing execution" with driving "continued momentum and consistent results at the brand." It was the fourth consecutive quarter of positive comparable sales growth after a period of decline.

"We are one year after the launch of ‘Linen Moves' and had a year of breakthrough campaigns that focused on connecting the brand to culture. Our social-first marketing strategy has been engaging our community and sparking meaningful connections for us with our brand fans, and those new to shopping Gap," Torres said. "Now as we kick off 2025, we're going to continue to focus on relevance and experiences that matter."

Gap's Comeback Continues With Troye Sivan-Fronted Ode to Denim