Every year, brands put their creativity to the test with Christmas campaigns designed to do more than promote products. The most memorable ones are those that capture the magic of the festive season through music, emotion and a message that brings people together.
For its 2026 holiday campaign, GAP has chosen a particularly heartwarming musical moment, revisiting the Jackson 5 classic “I’ll Be There” in a beautiful celebration of unity, individuality and connection.
Titled “Give Your Gift”, the campaign brings together three vocal groups, A Cappella Academy, Tonality and Sainted, to deliver a fresh rendition of the beloved song. With their distinct musical styles and backgrounds, the choirs combine their voices to create something truly special, reflecting the campaign’s message that individual talents become even more powerful when shared.
Directed by Carissa Gallo, with vocal arrangement and direction by Alexander Lloyd Blake, the campaign places music at the heart of its festive storytelling. The accompanying film and behind-the-scenes content capture the spirit of collaboration, reminding viewers that the holidays are ultimately about togetherness and the people who make life meaningful.
And for Michael Jackson fans, the song choice makes this Christmas campaign particularly special.
“I’ll Be There”, originally recorded by the Jackson 5 in 1970, remains one of the most timeless expressions of love, reassurance and unconditional support. Its message feels just as powerful today, making it a perfect soundtrack for a season built around generosity and connection.
With the success and renewed excitement surrounding the biopic Michael, the choice also arrives at a particularly meaningful moment for Michael Jackson’s music, introducing one of his earliest classics to audiences once again through a contemporary and uplifting interpretation.
Beyond the campaign film, GAP is extending “Give Your Gift” across its digital platforms and stores, alongside its holiday collection and festive shopping experiences.
But at its heart, the campaign is about something much simpler than fashion or gifting: bringing people together.
And with the voices of three choirs joining together to sing a song that has touched generations, GAP has found a lovely way to remind everyone what Christmas is really about.
