New Gap Kids ad slammed for racial undertones

Gap Kids is finding itself in a swirl of controversy for an ad that some on Twitter are saying projects a racist subtext.

At first glance, the tweet sent Saturday, looks ordinary: Four girls from the children’s acrobatic group Le Petit Cirque pose for the brand’s Ellen Degeneres line of clothing, GapKids X ED, with the caption “meet the kids who are proving that girls can do anything.”

But in the top right picture, one girl is posing with her arm on a shorter black girl’s head, with some say showing her as merely being support for the white girls that can “do anything.”

Here’s the tweet in question:

Reaction was swift amongst its followers, particularly among Black Twitter users, who slammed Gap Kids:

Commenters also took aim at Gap’s marketing department for approving the ad:

Gap didn’t immediately reply for comment.

Update: Gap spokesperson Debbie Felix has issued an apology to anyone offended.

“This GapKids campaign highlights true stories of talented girls who are celebrating creative self-expression and sharing their messages of empowerment,” she said. “We are replacing the image with a different shot from the campaign, which encourages girls (and boys) everywhere to be themselves and feel pride in what makes them unique.”

https://digiday.com/?p=170534

More in Marketing

TikTok pushes deeper into AI-powered ads amid uncertainty over U.S. ban

TikTok has big plans for Smart+ and search this year, despite its ongoing legal battle.

Sam’s Club sees initial success with digital checkout

Sam’s Club’s CFO said at an investment conference that “if we fast forward into the future,” there will probably be no checkout registers.

How employment is projected to transform in media during the AI era

Experts offer pointers on how to future-proof your career or re-enter the job market in a period of disruption.