Amy Winehouse advised us to go ‘Back to Black,’ but in their first television advert in four years GAP are urging us to go ‘Back to Blue.' This autumn campaign celebrates the brand’s heritage by redesigning and updating its 1969 denim collection and featuring sons and daughters of rock’n’roll royalty covering their parent’s well loved hits.
Musician Dhani Harrison (above), a great buddy of mine, sings a stripped down version of his guitar legend father George Harrison’s ‘For You Blue,’ from The Beatles album, 'Let It Be,’ whilst wearing a GAP trucker jacket. LA-based Dhani is the frontman for band Thenewno2, and is also a member of band Fistful of Mercy alongside Ben Harper and Joseph Arthur. I am a BIG (super)fan of both groups. #Groupie.
All the proceeds for the entire ‘For You Blue’ track (already available to download from iTunes here) by Dhani Harrison will go to the George Harrison Material World Foundation, in support of their current goal of raising funds for the amazing Christopher and Dana Reeve Foundation, dedicated to curing spinal cord injuries.
27 year old classically trained musician Alexa Ray Joel (above), wearing a GAP chambray shirt, wistfully sings her father Billy Joel’s multiple-Grammy-winning 1977 song ‘Just The Way You Are’ seated at her keyboard in the new campaign.
Apples do not, it seems, fall far from their trees. The campaign will include new digital content every day across its social media platforms (#backtoblue) and the adverts will be accompanied by in-depth films, interviews, quotes, images and facts about Dhani and Alexa that will be available across the brands digital platforms. Very cool Gap.