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GAP unveils two 'Back to Blue' marketing campaign videos
17
Sep '13
Gap’s fall global marketing campaign – Back to Blue – continues with the launch of two videos that reinforce the idea of getting back to what matters most—our truest selves.
 
Grounded in the idea of expressing one’s authentic self, each spot features a contemporary musician, who for the first time is recording a song made famous years ago by their parent and making it their own. These raw, intimate renditions are modern takes on classic pieces and provide a rare glimpse into the soul and journey of each artist.
 
Illustrating her skills as a pianist, American singer and songwriter, Alexa Ray Joel, sings her version of father Billy Joel’s classic, “Just the Way You Are.” In 1979, the iconic melody won Grammy Awards for Record of the Year and Song of the Year.
 
Expressing his love for the blues, English musician, Dhani Harrison, performs “For You Blue,” a song written by his father, George Harrison. “For You Blue” was first recorded in 1969 and then released on The Beatles’ “Let it Be” album a year later.
 
Directed by Danny Clinch, who is well-known for bringing out the best in musicians, both films are shot in a single, unedited take. Both Dhani Harrison and Alexa Ray Joel selected the songs themselves and worked extensively on their renditions ahead of time, recording them live on a simple studio set. 
 
Personal touches like Alexa wearing her father's ring and playing on the exact same type of piano used to record the original version of “Just the Way You Are," add to the honesty of the films and showcase how going back to your roots helps define who you are.
 
“The entire Back to Blue campaign embodies what it means to be comfortable in your own skin. As a brand that is known for expressing itself through sight, sound and motion, we wanted to bring this idea to life through the voices of two individuals who are recognized for staying true to who they want to be,” said Seth Farbman, Gap’s Global Chief Marketing Officer. “To me, honest, open and heart-felt films like these are the future of video content. Anyone can relate to them because they're real."
 
The entire “Just the Way You Are” and “For You Blue” tracks are available for download now on iTunes. All proceeds of the “For You Blue” track by Dhani Harrison will go to George Harrison’s Material World Foundation, which is currently focused on helping create awareness for the Christopher and Dana Reeve Foundation and its mission to cure spinal cord injury.
 
 

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