You have seen it, I have seen it, we have all seen it. GAP’s recent campaign, “Better in Demin,” features the international girl group, KATSEYE, dancing to Kelis’ song “Milkshake” in GAP denim. GAP has been known for its flashy dance advertisements and collaborations with Troye Sivan, Jungle, and Tyla. The campaign has blown up, generating an estimated 9.7 million views on YouTube alone. The campaign’s main message was self-expression, individuality, and being the best when together.
KATSEYE is an international girl group composed of six members: Daniela, Lara, Sofia, Manon, Megan, and Yoonchae. What makes KATSEYE successful is its ethnically diverse nature. Daniela is of Cuban/Venezuelan descent, Lara is of Indian/American descent, Sofia is of Filipino descent, Manon is of Swiss/Ghanaian/Italian descent, Megan is of Chinese/Singaporean/American descent, and Yoonchae is of Korean descent. Not only does that diversity make KATSEYE more appealing as a group, but more and more people can see themselves represented in the media.
So what makes the ad so good? “Milkshake” by Kelis builds this playful rhythm that makes people want to keep watching. The lyrics, ‘My milkshakes bring all the boys to the yard,’ tie to the denim itself by highlighting that the denim is what catches people’s eyes. The styling also plays a big role. The girls are not just wearing a plain outfit; they each have their own unique outfit that matches each of their personal styles. With each member having different denim items, the possibilities are endless. This adds individuality and personality, while also tying back to the ad’s main theme, “Better in Denim.” Because KATSEYE is so diverse, viewers are more likely to see themselves represented and picture themselves wearing the denim, increasing the appeal. Likewise, the choreography shows off the denim in action, highlighting its comfort, flexibility, and style. The choreography paired with the music and style not only grabs attention but makes the denim feel fun and dynamic, showing that wearing GAP jeans can make you feel good while making you look good.