The GAP isn’t a surfing brand, which is totally ok. Even the smallest foray into the surfing world from a non-surfing brand is bound to bring screams of “KOOKS!” from the angry hordes of kooks who call others kooks, so there’s no way around it.
Despite that, they made a surfing advertisement… kind of. NYC director Mike Mellia filmed a series of video loops “advertising classic underwear in a surreal yet effortless manner.” Mellia somehow convinced the GAP to pay him to basically use the Boomerang app of a guy hanging ten on a Wavestorm knock-off in the living room. Well done, Mike!
