David Awoyode
The latest Gap commercial featuring K-pop girl group Katseye dancing to Kelis’s 2003 hit “Milkshake” has gone viral, attracting widespread praise. The ad blends nostalgia with trend appeal — a formula Gap has relied on for nearly three decades.
Gap’s Signature Ad Style
Since the late 1990s, Gap has been known for its dance and music-driven ads — models or celebrities moving against a clean, monochrome backdrop. This simple yet recognizable template has helped the brand stand out and build cultural moments.
A Look Back at Iconic Gap Ads
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1998: Swing Khakis – Dancers grooved to “Jump, Jive, an’ Wail” in what became one of the most iconic commercials of the decade.
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1999: Mellow Yellow Cords – Models, including a young Rashida Jones, sang Donovan’s “Mellow Yellow.”
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2001: Daft Punk & Juliette Lewis – An ad that gave Gap cool credibility.
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2002: “Love Train” Scarves – Capturing early 2000s trends.
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2003: Madonna & Missy Elliott – A mashup of “Into the Groove” and “Hollywood.”
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2004: Sarah Jessica Parker & Lenny Kravitz – A fashion-heavy campaign at the peak of SJP’s fame.
In recent years, Gap has tapped artists like Tyla, Troye Sivan, and Parker Posey, keeping the tradition alive.
Why the Katseye Ad Works
The Katseye campaign lands at the perfect moment. The group, created under K-pop powerhouse Hybe, is one of today’s hottest acts and has also fronted Fendi campaigns. Their performance brings energy and fashion credibility to Gap’s denim.
Pairing them with Kelis’s “Milkshake” — rather than one of their own songs — ties back to Gap’s legacy of using throwback tracks like “Mellow Yellow.” The song choice instantly boosts nostalgia while staying fun and watchable.
Gap’s Present and Future
Gap has faced ups and downs over the years, including challenges from fast fashion and brand identity confusion. But with CEO Richard Dickson and creative director Zac Posen now steering the brand, sales are trending upward again.
The Katseye ad doesn’t reinvent Gap’s advertising — instead, it sticks to a proven, reliable formula. Much like its clothing, the campaign delivers something safe, familiar, and wearable — with just enough freshness to feel modern.
Charles Esther