In an attempt to
gain new customers (and get some old ones back), Gap has launched an intimate ad
campaign for its new collection of comfortable basics, Love
by GapBody. Lucky for them, it's paid off in a big way for all the right
The ad features several
women unwinding at home in lingerie and loose-fitting tees, but that’s not why
people are talking. Over the weekend, Gap added two more images to their
campaign on Instagram that they
didn’t share anywhere else.
In the first
photo, a woman is seen holding a little boy the way all moms do: strapped to
her hip with one tiny hand resting against her chest.
The second photograph, however,
is a bit more revealing. It shows the woman sitting down, holding the boy on her
lap as he stares blankly past the camera. She
is breastfeeding. And, much to Gap’s surprise, commenters are praising them for a
job well done.
love with this campaign! Amazing!!” writes one Gap follower. Another says, “It is so
important for us all to contribute and continue supporting each other! We will
make a difference and soon enough it will no longer be an issue that mothers
are bullied over."
Women have taken to social media to share their support.
The ad was so
well received, in fact, that many consumers are promising to "fall into the Gap," even those who have
never shopped there before.
“Kudos to the
mom and the photographer for capturing this!” writes one woman. “After a long
hiatus, I’m coming back to shop with you!”
From the looks of things, there's a good chance she won’t be alone.