The Impact of Dance on Advertising: From GAP’s “Khaki Swing” to “Better in Denim.”

In a world full of emerging entertainment and media, the effects of advertising change daily. The art of dance has been incorporated into advertising over the years. It enables brands to capture attention, brand affinity, and connect emotionally with their audiences, whilst incorporating entertainment into their advertisement. As visual and media consumption continue to excel in the modern day, advertisers rely on movement-based storytelling to stand out. A brand I would like to highlight is GAP. Dance has played a defining role in shaping some of GAP’s most iconic advertising campaigns, helping transform the brand’s image. From the playful swing dancing of the late 1990s to the bold, high-energy choreography in 2025, GAP has consistently used dance as a powerful storytelling tool to advertise and connect with its audience. 

The Iconic 1998 “Khaki Swing” Campaign

GAP’s influence in dance advertising began prominently with the 1998 “Khaki Swing” campaign, a groundbreaking commercial that blended fashion, music, and movement in an unexpected way. The iconic ad featured young adults performing lively swing-dance choreography in khaki pants, set to Louis Prima’s “Jump, Jive an’ Wail.” The campaign captured a wide array of attention as the dancers made GAP’s khakis look and feel dynamic and wearable, allowing the consumer to move however while wearing the pants. Using a visual rhythm and upbeat tempo, GAP created a space for fun, freedom, and a sense of casual coolness, which quickly became a part of their brand identity. “Khaki Swing” proved that dance could not only animate apparel but also culturally position a brand as stylish, youthful, and relevant. 

Modern Movement: The “Better in Denim” Campaign

If GAP khakis are made to move, their jeans are crafted to move just as freely. GAP continued its tradition of dance-centered storytelling with the “Better in Denim” campaign featuring Katseye, a global girl group with members formed through the reality competition series Dream Academy, which modernized the brand’s relationship with movement. While “Khaki Swing” relied on nostalgic swing music, “Better in Denim” leaned into a more modern-day aesthetic. The ad has stuck to GAP’s brand identity: casual, cool, and confident. In this campaign, the choreography is bold, contemporary, and rooted in pop performance, which mirrors the high-energy style associated with today’s music and social media platforms. The campaign went viral, receiving over 400 million views and 8 billion impressions across all platforms. Each movement within the ad highlights the fit and flow of GAP’s denim, making the product visually stand out as flexible and wearable in whatever setting, just like “Khaki Swing”. 

The Enduring Influence of Dance in Advertising

The shift from “Khaki Swing” to “Better in Denim” demonstrates how dance continues to evolve as a marketing tool. In the 1990s, dance served primarily as a visual graphic to grab attention and differentiate the brand. Today, dance serves multiple functions. Whether it is connecting globally with their audiences or sparking shareable content, dance has become a tool brands use to humanize their identity. Dance in advertisements allows for consumer inclusion, inviting participation on social media platforms and creating trends based on the dance. “Better in Denim” highlights this, as the dance through the advertisement has become an ongoing trend on the social media platform TikTok. Ever since the ad debuted, people have been uploading videos of themselves recreating the dance to their own ability, bringing the community together through a shared, memorable experience of GAP's clothing. 

Despite their differences in style and era, “Khaki Swing” and “Better in Denim” reflect the same core truth: dance makes clothing feel alive. GAP has continued to market themselves through movement throughout generations, and has not failed, proving that dance holds a unique and influential place in advertising by merging art with communication. Its visual power, emotional resonance, and cultural inclusivity make it an ideal tool for brands aiming to connect with audiences in meaningful and memorable ways, just as GAP has shown. 

About Lily

Lily is a junior pursuing a degree in Advertising and Public Relations with a minor in Marketing. She currently serves as Media Coordinator and an Account Associate for GrandPR. After graduation, Lily would like to immerse herself in an agency, hoping to expand her knowledge of advertising and social media management, and she hopes to travel around the world, gaining new cultural experiences.