the normal gap



Let's imagine the pitch room when the Gap execs heard that their new campaign was going to be all about being normal. Feels weird, right? They want to show you what that means with a bunch of black and white commercials where random stuff happens.

In the words of the Gap's very own CMO to Digiday, "Dress Normal is about dressing in a way that reflects your own style and celebrating the confidence that comes with that. We aren’t defining ‘normal,’ We’re defining ‘Dress Normal.’” Are you confused yet?

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