I invite you to take a quick pass through these ads from two of the biggest names in consumer goods and marketing for at least the past quarter century, Gap and Gatorade.
Gap: 1998 “Khaki Swing” commercial
Gap: Current 2024 “Get Loose” commercial
Gatorade: 2003 “23 vs. 39” commercial
Gatorade: Current 2024 “It Hasn’t Changed” commercial
For those of us born before the early 90s, watching the original 1998 Gap Khaki Swing commercial and Gatorade 23 vs. 39 commercial is simply fun— a mental transport to our younger selves when those commercials first aired (might I remind you, on TV only).
For those of more recent generations, it might surprise you to learn that one of these old-school ads actually has its own IMDb page. That’s how “entertainment quality” and culturally resonant it once was. Crazy, right?
All reminiscing aside, what I find interesting is that both of these mega brands are running back decades-old storylines and messaging devices now, at the same time, after both veering off in multiple directions for the past 15-20 years. Gap is returning to its highly produced “dance ads” that ooze joy and do more to sell the brand as a whole vs. any particular style (even though khakis are the feature in 1998 and baggy pants get closing credit in 2024). And, Gatorade is bringing back its “IT” message, complete with Gatorade-colored sweat, star power, and— of course— Jordan.
Why? Are these brands just coincidentally throwing it back to yesteryear because that’s what old brands do? Or are they throwing down too in a way that could send a 90s revival through all of marketing?