GAP: Better in Denim Ad Review

The fairest. The bluest. The blondest. Would you believe me if I told you that these are the qualities that determine good genes… I meant jeans? When both American Eagle and GAP released their Summer 2025 jean advertisements, it proved to us that not all ads are created equal, and immediately ignited a friendly aesthetics rivalry, with a not-so-subtle eugenics undertone.

Despite the battle of the brands, one advertisement excelled at showcasing that its jeans were of superior quality, and it was from GAP’s “Better in Denim” campaign.

Why it Works

What makes Better in Denim so magical is that it wasn’t designed to directly counter American Eagle’s “Sydney Sweeney Has Great Jeans” campaign, but it was launched at the perfect time to drive impact. When Oli Walsh, Founder & CEO of next-generation brand consultancy Invisible Dynamics, joined forces with GAP to create this GenZ-coded campaign, it was on a mission to spread joy and celebrate diversity in more ways than one.

GAP’s “Better in Denim” commercial features jean tops and bottoms in all assortments, from dark to white wash, flashing across our screens. Center-stage is KATSEYE, a diverse, all-girl pop group, leading a brazen dance routine to a sultry, high-energy 2000’s classic, “Milkshake” by Kelis. It’s transcended beyond a commercial into a pop culture moment that will be etched into our memories, even long after 2025 has passed.

Dancing Denim

If you’re anything like me, trying on jeans is a ritual that requires a quick dance to assess the fit. This viral marketing campaign, or strategy designed to organically engage a broad audience through word of mouth and social sharing, changes the game by creating a routine you can emulate in the fitting room or when the song comes on at a party.

Are you feeling empowered and represented by GAP’s “Better in Denim” commercial? Like and share this ad review if you agree.