Every so often a brand gets it right, and Gap’s latest Better in Denim campaign is one of those moments. Rather than going safe with studio shots and product close-ups, they went bold, putting global girl group KATSEYE front and centre, and it completely changes the feel.
This ad isn’t just about denim, it’s about attitude. It taps into nostalgia, pulls on Y2K vibes, and mixes it with choreography, music and personality. That’s why people are talking about it — it doesn’t feel like an advert, it feels like a cultural moment.
What makes this ad stand out
It feels alive – the whole thing is set to Kelis’s Milkshake, with choreography circling around the idea of unity and expression. It’s fun, energetic and watchable, not something you scroll past.
The styling hits a nerve – Gap bring back their iconic Long & Lean jeans, but with a modern twist. It’s a clever nod to nostalgia without looking dated.
KATSEYE bring authenticity – this isn’t six people styled to look the same. Each member brings their own vibe to the denim fits, which makes it feel real and diverse, not cookie-cutter.
Perfect timing – with other brands taking flak for tone-deaf campaigns, Gap drops something inclusive, expressive and on-point. Social media’s already calling it a win.
Why this matters for brands
This is a great example of how campaigns aren’t just about selling a product anymore. People don’t share ads because the jeans look good, they share them because the ad itself feels like a piece of culture. Music, movement, nostalgia, identity — these are the hooks that make content stick.
Brands that treat ads as pure sales pitches are missing the point. Audiences want to feel something, not just be told something.
Where BLAKOUT fits in
At BLAKOUT, this is exactly the balance we push for. We love seeing campaigns like this because they show how creative storytelling beats corporate messaging every time. The denim is still the star, but it’s wrapped up in a visual world that’s authentic and engaging. That’s the difference between a post that gets ignored and a campaign that becomes a talking point.
The takeaway
Gap’s Better in Denim works because it isn’t really about denim at all. It’s about confidence, culture and community. And that’s the lesson for any brand right now — if you want to be remembered, stop selling products and start creating moments.