Gap’s Breastfeeding Ad Hailed As The “Most Beautiful Image In The Realm Of Advertising”

Gap’s Breastfeeding Ad Hailed As The “Most Beautiful Image In The Realm Of Advertising”

An Instagram campaign by American youth fashion brand Gap featuring a breastfeeding mother is being hailed as one of the most powerful advertising images of all time.

Typically, images of breastfeeding can be divisive for many. However, the Gap campaign that appeared over the weekend has been universally hailed primarily for its simplicity and power of the message.

Screen Shot 2018-02-27 at 3.21.48 pm

The image of a young baby boy suckling his mother was designed to show that you can do anything in Gap’s new luxe apparel line called Love By GapBody.

Coincidentally, it comes as Gap fell on its retail sword here in Australia, closing its last remaining Sydney CBD store in early February.

Screen Shot 2018-02-27 at 3.22.00 pm

The brand said of its breastfeeding campaign: “We aim for the marketing around Love By GapBody to encourage and empower all women to be the woman they want to be as a friend, partner, wife, mother and voice in today’s society.”

And praise for the ad has been effusive, as well as for what it has done to normalise breastfeeding.

Screen Shot 2018-02-27 at 3.19.08 pm

“LOVE LOVE LOVE!! Thank you @gap for showing breastfeeding ? #normalizebreastfeeding,” wrote one Instagram user.

“There is so much to love about this ad! Thank you for supporting mothers!” added another.

“GAP this is AWESOME! Thank you for helping to normalize breastfeeding, featuring a black woman breastfeeding and a toddler nursing! So amazing of you,” one said.




Please login with linkedin to comment

Gap Love By GapBody

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]