Last week we met Wieden+Kennedy’s new work for Gap in the form of family-centric spots directed by Francis Ford Coppola’s daughter Sofia (we were partial to the super-awkward mistletoe scene).
The ads were very different than the darker, more abstract work by David Fincher — and the agency’s latest additions to the brand’s holiday campaign are even more unusual. The theme of the “Play Your Stripes” series is clothing items recast as musical instruments.
As W+K explains it, the agency “re-imagined” the client’s holiday catalog and made a short film for each of ten individual products, tying it to sound in some way. Here’s the first one, “Hi-5 Machine,” with the tagline “These girls mittens hi-5 each other whether they want to or not.”
While these ads won’t air on TV, Gap is promoting them on its social channels and sending them to various music pubs.
Nine more gallery-ready shorts after the jump.