Gap promotes closing social divides with new campaign

Gap Inc. is asking consumers to dream of a better future.

The specialty apparel retailer is introducing a new social campaign called “Dream the Future.” The campaign is designed to be a reflection of hope for society to move forward together and heal racial and social divides. In August, Gap ran social campaigns designed to encourage young people to take a leading role in positive change and to vote.

“Dream the Future” launches on national television and digitally on Tuesday, Oct. 20 with a demo version of "Dream Baby Dream," by singer and songwriter Karen O. Directed by award-winning photographer and director Christian Weber, the campaign celebrates the shared emotions that connect people, expressed through motion by dancer and celebrity choreographer Ryan Heffington. An offshoot of the main spot features a connected expression of improvised dance by artists Lil Buck and Myles Yachts, shot in one take.

"As we approach the end of a challenging year, we recognize that our country is fatigued and longing for a sense of unity," said Mary Alderete, global head of Gap marketing. "We must continue to look forward and promise to create a better future together. We're optimistic that we can celebrate, not just our differences, but our common humanity."  

"Dance is a universal language that can express the endless emotions of humans," said choreographer Ryan Heffington. "With this holiday campaign for Gap, it was a pleasure to execute in physical form what the holidays exude. In times like these, it's important to celebrate the gifts in life, our relationships and community alike. May this project inspire and remind people that hope, warmth and happiness is worth sharing during this holiday season."

Gap will also kick off a dance challenge on social media in November, and will make a donation to Boys & Girls Clubs of America for every dance challenge video, up to $50,000. Consumers can follow along with the campaign on social media using @gap.