KATSEYE x GAP just launched their collaboration together. The ad was released on Aug. 19 and mixes older and recognizable ad styles with new ones. This ad stands out from the majority of ads we have today, especially the Sydney Sweeney x American Eagle one which was released in July.
The “Better in Denim” ad showcases the wide range of jean styles GAP has to offer, along with the comfortability of the jeans. It features the hit song, “Milkshake” by Kelis along with a choreographed dance, performed by KATSEYE.
The viral global girl group KATSEYE debuted only a year ago, specifically June. 24. In that short window of time, they have already made headlines with hit songs like “Gnarly” and “Gabriela.” Alongside that, they’ve also won a VMA for “Push Performance of the Year”, and were even nominated for “Best Group”.
The group has done numerous collaborations with brands such as Prada, Monster High, Glossier and a recent one with Jollibee. Any kind of beauty or fashion campaign with KATSEYE is a smart move due to the diversity inside the girl group.
Diversity within most groups– especially those that come from K-Pop agencies–are hard to find, but KATSEYE has members from all over the world. Daniela Avanzini, the lead choreographer, is Venezuelan-Cuban, Lara Rajagopalan, the lead vocalist, is Indian, Manon Bannerman, the lead visual, is Swiss-Italian and Ghanaian, Megan Skiendiel, the all rounder, is Chinese-Singaporean, Sophia Laforteza, the leader, is Filipina and Jeong Yoonchae, the maknae/youngest, is Korean.
Being able to model your products on such a wide range of people, all at once, is really great for a brand. It sends the message that whatever product is being sold can work for everyone. It’s also helpful to show how comfortable or how well your product works in the ad. The GAP campaign demonstrated how well their jeans worked through a dance, which blew up on social media.
Social media is also going crazy over the ad, specifically the dance. People all over the Internet are posting themselves doing the choreography, including LE SSERAFIM’s Yunjin. Not only do we have people just performing the dance, but there are tutorials too- some of the first videos that pop up when searching for the ad are dance tutorials.
It does not just end at dance tutorials, though. Social media influencer Hangtw found that one of the tops was specially crafted for Bannerman, meaning it’s not for sale as GAP specifically made the top for her, and decided she would make her own. Alongside this, many reviews have come out over the denim products that are for sale.
“I feel like I’m definitely buying my jeans from GAP, from now on,” said influencer MissDarcei.
All of this to say, the jeans themselves, the dance, the song, KATSEYE or GAP are not what is getting the most attention. Instead, it is all those components put together: the ad. Online, many users agree that the ad is great, some even saying it puts the Sweeney ad to shame. Nimboot even gave the KATSEYE x GAP ad the title of “Best Advert of the Year”.
The vast majority of the Internet agrees that this ad is bringing back good, entertaining ads. In August there were about 131k mentions, online, of the ad. The timing is perfect too- right after the Sydney Sweeney x American Eagle campaign. The Sydney Sweeney x American Eagle ad was really disliked, so The KATSEYE x GAP campaign became much more popular, most likely due to the originality and diversity of the campaign.
As a KATSEYE fan myself, I really love this collaboration and what came out of it. Obviously I like the ad because it is KATSEYE, but I also like it because it is unique and entertaining. It is one of the few ads that I will actually watch fully. It keeps me hooked from beginning to end, along with millions of others.
This ad secured KATSEYE a spot in Hollywood, even if they start falling behind, they will still be loved and known for the campaign. Users all over the Internet love this ad for its originality and diversity, something many ads fail to achieve.
