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Sofia Coppola directs Gap’s holiday ads

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AdWeek hit the nailed on the head today when it referred to Gap’s holiday campaign directed by Sofia Coppola as “odd but charming”.

A series of four short spots have been released (all below), each one of them showcasing awkward moments between friends and family over the festive period – a young girl arrives home to a household of relatives in one; a boy stares longingly at a woman under the mistletoe in another. Both of those two, called Gauntlet and Mistletoe respectively, will air on television, while the others, Crooner and Pinball will run online.

Anchoring the series from Wieden + Kennedy is the tagline: “You don’t have to get them to give them Gap.” In other words, while the basis of the brand’s broader campaign for the season might be called “Dress normal”, for many people the Holidays are anything but.

Seth Farbman, Gap’s global CMO, said: “We wanted the campaign, and the films in particular, to focus on the best part of the season – family and friends. While the holidays look different in every home across the country, Sofia has brilliantly translated Gap’s snapshots of these authentic family characters to the screen. Our aim was to create a campaign that would be very warm, very honest and very Gap. And even if you don’t always get your family, our message this season is that it’s easy to give them Gap.”

Music is central to each of the videos, with the soundtrack including “I Got Stripes” by Johnny Cash, “I’m Not Ready for Love” by The Promise, “Cry” by Johnnie Ray, and “Deep Down” by Hazel and the Jolly Boys.

The first campaign under the Dress Normal moniker from Gap, was directed by David Fincher, and likewise included a series of short narrative-based films.

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Two more beautiful campaign films: Vanessa Bruno, Marni for H&M

Following on from the Prada, Victoria, Victoria Beckham and T by Alexander Wang post below, here’s a quick look at two further SS12 campaign releases this week.

First up is Marni’s H&M spot, shot by none other than Hollywood director Sofia Coppola. The ad stars actress Imogen Poots, and was filmed in Marrakesh, Morocco, at a house that Coppola once went to with friends. It is set to the soundtrack, Avalon, by Bryan Ferry:

 

There’s a great behind-the-scenes video here, too, in which Coppola says she wanted to do something artful that would represent Marni.

And Kate Bosworth returns to Vanessa Bruno again this season, in a beautiful film called Moonlight.

Directed by Stephanie Di Giusto, it comes accompanied with a conceptual passage describing it to be about “a stellar girl, a radiant girl who clutches onto the moon and arrives in an unknown land, on unmarred ground, as immaculate as her white ensemble”: