Just. Perfect.
And the tagline? A message we needed. Thank you, GAP.
It’s already becoming an online sensation:
The brand just unveiled its 2026 holiday campaign, featuring three multi-generational choirs—A Cappella Academy, Tonality and Sainted—singing the Jackson 5’s beloved hit “I’ll Be There.” It’s a song most of us know by heart, but hearing it this way is giving me goosebumps.
The emotional response is already pouring in on social media. “I’m not crying, you’re crying,” one Instagram user joked on a campaign teaser, while another summed up the performance in one word: “Chills.” A third added, “Gap always nails the holiday campaigns!”
This marks Gap’s third holiday choir campaign, following performances of Janet Jackson’s “Together Again” in 2024 and Miley Cyrus’ “The Climb” in 2025. Clearly, the brand knows how to tug at our heartstrings.
Watch below.
