Gap C-H-E-E-R-S In The Holiday Season With Glee

Joy to the ads, the recession is still here!

As employment reaches 10% and the holiday season approaches, retailers fear sales will flatline, or at worst, decline. Despite an uptick in October retail figures, analysts continue to predict consumer hesitation this holiday season.

Retailers are fighting back, bringing a message of holiday cheer and joy to the masses. Among the glut of retailers jumping on the trend of “joywashing” (the use of positive imagery, mantras and images in branding and advertising) are struggling Gap, JC Penney, Wal-Mart and Macy’s, all debuting holiday ad campaigns this month, brimming with glee.

In their first holiday television campaign since 2006, Gap captures the pop culture zeitgeist. Plaid clad performers take the screen, dancing and cheering the return of the holidays. The commercial capitalizes on the success of the FOX television show “Glee,” which features performances by a fictional high school glee club and cheer team.

The Gap campaign is a distinct effort by the retailer to counter the effects of the recession. According to executive vice president of marketing, Ivy Ross, Gap developed the campaign concept to be “optimistic and bold,” countering the idea that “you can’t be happy this year because we’re going through a crisis.” What better way to “liberate the consumer” than with actual cheerleaders?

Joy goes viral on Gap's devoted web site for the campaign. Cheerfactory.com offers visitors the opportunity to send personalized cheers to friends and family via e-mail, Facebook and Twitter.

Joining the Gap, albeit with less pomp and circumstance, are JC Penney, Wal-Mart and Macy’s. Wal-Mart ads evoke a Great Depression celebration, using “We Need a Little Christmas” from the musical “Mame.” J.C. Penney is running “a very upbeat campaign” with the theme, “Giving matters.” Macy’s is continuing their “Believe” campaign from last Christmas, rooted in the company’s heritage.

The risk for brands in adopting “joywashing” trends is in creating an incongruous relation to their brand and product. But Gap executes this campaign well. The commercial aligns with Gap’s established aesthetic, while incorporating current trends in culture and commerce. The ad features dancers clad in lumberjack chic regalia set in white faux bois log cabin, a visual that does not depart far from the Gap’s establish white backdrops.

Here's hoping these retailers continue to share their glee in Q4 earnings reports.