In the high-stakes arena of holiday retail, where brands battle for attention with dazzling displays and star-studded commercials, Gap is making a decidedly different, more soulful play. The heritage brand has unveiled its 2025 holiday campaign, “Give Your Gift,” and in doing so, has chosen not to shout, but to sing. This is not just another marketing initiative; it’s a calculated, emotionally resonant strategy built on the unifying power of music, the quiet confidence of emerging talent, and the timeless appeal of human connection.
Building on the momentum of a successful previous season, Gap is doubling down on a narrative that prioritizes feeling over flash. The campaign is a delicate tapestry weaving together themes of hope, unity, and the profound strength found in sharing our unique talents. At its heart is a powerful, strategic choice: a soulful reinterpretation of a beloved, generation-defining anthem, signaling a brand that understands the currency of nostalgia while boldly looking toward the future.
The Sound of Connection: Why "The Climb" Now?
The centerpiece of the “Give Your Gift” campaign is its soundtrack, and the choice is nothing short of brilliant. Gap has reached back to 2009 to resurrect Miley Cyrus’s iconic ballad, “The Climb.” A song that once served as the emotional core for a generation of millennials is now being reintroduced with new depth and purpose. The original track, with its themes of perseverance, faith in the journey, and overcoming struggle, is inherently hopeful—a perfect message for a holiday season that often calls for reflection and optimism.
But this isn't a simple cover. By commissioning a reinterpretation, Gap cleverly avoids the pitfalls of a purely nostalgic play. The brand isn’t just reminding us of a song we once loved; it’s asking us to hear it in a new context. The message of strength in the journey feels more relevant than ever in a complex world. It’s a song about process, not just victory, which aligns beautifully with the campaign’s theme of sharing one’s “gift,” suggesting that the value lies in the act of giving and trying, not just in the polished final result. This choice taps into a collective memory while infusing it with contemporary relevance, creating an immediate emotional shorthand with a vast audience.
Introducing SIENNA SPIRO: Gap's Bold New Voice
Perhaps the most audacious and telling element of the campaign is who Gap chose to deliver this iconic message. Instead of a globally recognized superstar, the brand has placed its trust in SIENNA SPIRO, a 20-year-old London-based singer-songwriter. This is a significant move. In an industry often reliant on the guaranteed reach of A-list celebrities, championing an emerging artist is a statement of intent. It positions Gap not as a corporation buying influence, but as a curator of talent and a platform for discovery.
This decision imbues the campaign with a layer of authenticity that money can't buy. SIENNA SPIRO becomes the living embodiment of the campaign's message: a young creator sharing her gift with the world. Her soulful performance transforms “The Climb” from a pop anthem into something more intimate and communal. This strategic casting choice aligns with a modern consumer ethos that values authenticity, storytelling, and the uplifting of new voices. It suggests that Gap is listening to the culture, not just broadcasting to it, and is willing to invest in the next generation of talent.
A Multigenerational Tapestry: The Visual Storytelling
The campaign’s visuals, helmed by a proven creative team, amplify this message of inclusive connection. Director Bethany Vargas and photographer Bjorn Iooss, whose previous work on Gap’s “Better in Denim” campaign established a clean, authentic aesthetic, return to craft the visual world for “Give Your Gift.” Their involvement signals a consistent brand vision—one rooted in genuine moments rather than staged perfection.
The masterstroke of the campaign film is the inclusion of a multigenerational choir, with members ranging in age from a remarkable 8 to 72. This is not just a backdrop for SIENNA’s performance; it is the visual manifestation of the campaign’s core idea. We see a diverse group of individuals, each with their own story, coming together to create a single, powerful voice. This imagery powerfully communicates Gap's brand proposition: its "most-loved essentials" are for everyone. The classic Gap hoodie, the timeless denim, the cozy knits—they are presented as the unofficial uniform for these moments of connection, worn by every generation.
This visual narrative does more than just sell clothes. It sells an ideal of unity. It breaks down demographic barriers and reinforces the idea that strength and community are built from a mosaic of different ages, backgrounds, and experiences. Together, SIENNA and the choir don’t just perform a song; they embody it, creating a collective message of strength that feels both aspirational and deeply accessible.
More Than a Campaign: A Platform for Creators
Fabiola Torres, Gap’s Chief Marketing Officer, provides the strategic framework for this creative execution. “This campaign extends our platform of uplifting creators and connecting with audiences through music and authentic, multi-generational stories that inspire self-belief,” she stated. The key word here is platform. Gap is moving beyond the traditional role of an advertiser and into the realm of a cultural enabler.
This is a sophisticated brand strategy that understands the modern media landscape. By "uplifting creators," Gap generates goodwill and cultural capital. The campaign is designed to resonate across every touchpoint, from the emotional pull of the film on social media to the atmosphere within their physical stores. It’s an ecosystem of inspiration, where the brand facilitates moments of connection rather than simply demanding attention. This approach fosters a deeper relationship with consumers, one built on shared values of creativity, authenticity, and self-belief. It positions Gap as a brand that is not just in the culture, but actively contributing to it.
Weaving Commerce and Emotion
Ultimately, a holiday campaign must drive sales, and “Give Your Gift” masterfully pairs its emotional storytelling with Gap’s holiday collection. The featured apparel—the brand’s most-loved essentials—is not presented as a costume for the campaign’s narrative, but as an organic part of it. The comfort and timelessness of Gap’s clothing make them the natural choice for moments of togetherness and authentic expression.
The campaign doesn't need to hard-sell a particular item because the entire emotional landscape it creates—one of warmth, connection, and hope—becomes a halo effect for the products themselves. The feeling the audience gets from the music and the multigenerational choir becomes intertwined with the soft knit of a sweater or the classic fit of a pair of jeans. It’s a masterclass in emotional branding, where the product becomes the tangible souvenir of an intangible, positive feeling.
With “Give Your Gift,” Gap has crafted a campaign that feels both timely and timeless. It is a confident declaration that in a noisy world, a message of quiet strength, delivered with soul and authenticity, can resonate the loudest. By betting on a new voice to reimagine a classic song, the brand has created more than an advertisement—it has offered a poignant and powerful reflection on what it truly means to connect, to hope, and to share the gifts we all hold within.
