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Gap’s ‘Better in Denim’ With KATSEYE Becomes Brand’s Most Viral Ad

Early engagement data show the KATSEYE-led spot is Gap’s most viral campaign to date, reinforcing a message of inclusive style that viewers are contrasting with American Eagle’s recent controversy.

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A model poses for a 2025 GAP campaign; and Sydney Sweeney in a 2025 American Eagle campaign.
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Overview

  • Released August 19, the short film features the six-member group dancing to Kelis’ “Milkshake,” directed by Bethany Vargas with choreography by Robbie Blue.
  • Newsweek reported the Instagram video topped 20 million views, while Gap says the post became its most-liked on Instagram and TikTok and tripled the brand’s prior view record.
  • Launchmetrics data cited by Gap show the campaign performed about 100 times better than the brand’s 2025 average, with earned media value reaching $1.7 million since launch.
  • Gap and KATSEYE framed the collaboration around individuality and multicultural representation, with CEO Mark Breitbard calling the partnership a natural fit for the brand’s inclusive point of view.
  • The spot is expanding beyond social feeds through YouTube, in-store and out-of-home placements including a Times Square billboard, as creators teach and remix the choreography in classes and on TikTok.