Gap’s Katseye Ad Just Won the Internet

This week, Gap released a new denim advertisement  featuring K-pop girl group Katseye dancing to Kelis’s 2002 hit “Milkshake” The campaign has gone viral, drawing millions of views and overwhelmingly positive reactions online. More than a fashion commercial, it’s proof that Gap’s Katseye ad has struck a winning balance between nostalgia, pop culture, and brand consistency.

A Throwback Formula with a Trendy Twist

Gap has leaned on a familiar advertising strategy for decades: bold visuals, monochromatic backdrops, and music-driven performances. From the iconic Swing Khakis campaign in 1998 to Madonna and Missy Eliott’s Into the Hollywood Groove in 2003, the formula has always relied on pairing catchy music with confident styling.
More recently, Gap tapped Tyla and Troye Sivan in stylish performance-driven advertisement  that caught attention, but it’s Katseye’s turn to push the formula into the viral spotlight. The Katseye collaboration keeps this tradition alive while adding a trendy twist — harnessing the global reach of K-pop.

Outshining the Competition

Not all denim ads are landing the same way. American Eagle’s recent campaign with Sydney Sweeney sparked controversy online. Many are criticizing the brand for playing into stereotypes and misreading its target audience. By contrast, Gap’s Katseye campaign has been met with a wave of enthusiasm. Fans are praising the ad’s fun energy, rewatchability, and smart cultural timing, putting it ahead in the back-to-school jeans battle.

Why It Works

The genius of the Katseye ad lies in its reliability. It doesn’t reinvent the wheel but capitalizes on what Gap does best: safe, familiar, and stylish basics that feel timeless with just enough trend to stay relevant. Using a nostalgic track like Milkshake mirrors past Gap hits like Mellow Yellow, reinforcing the brand’s identity while tapping into today’s fandom-driven culture.

Ad Power Meets Brand Momentum

With new leadership under CEO Richard Dickson and creative director Zac Posen, Gap is regaining momentum. First-quarter 2025 sales are up, and campaigns like Katseye’s suggest the brand has found its rhythm again. Whether this marks a long-term revival remains to be seen, but for now, Gap is enjoying a much-needed cultural moment — one built on safe formulas, sharp timing, and stars that everyone wants to watch.