Gap is facing backlash for a tweet playing off Americans’ uncertainty as the results of the 2020 election play out with a video of a blue and red hoodie writing, “The one thing we know, is that together, we can move forward.”
The video was tweeted on Wednesday morning as people across the country have been watching closely as votes continue to be counted in battleground states. Although the clothing company’s message was meant to unify people during a stressful time, it seemed to miss the mark on bridging the bipartisan gap. As backlash flooded in, the brand removed the tweet.
GAP deleted this tweet after 2 hours of backlash. pic.twitter.com/jaTyPY3At1
— alexandra m balmaceda (@smilingwithalex) November 4, 2020
Some people referred to the social media post as “tone-deaf,” while others more explicitly called it out as an ill-conceived marketing ploy.
That time @Gap posted the worst tweet ever, then deleted it but we already have screenshots.
Great learning exercise for marketers. This moment in time where our country is incredibly divided is not in any way an "opportunity" for content. pic.twitter.com/58YJ7NyXO2
— Nycole Hampton #BlackLivesMatter (@MsNycole) November 4, 2020
This Tweet from the Gap wasn't just a spur of the moment post from a social media manager who couldn't read the room.
It went through layers of approval & was put on a content calendar for today.
They were going to post this regardless of the results.
And that makes it even worse pic.twitter.com/BPDxE4qlgz
— Jon-Stephen Stansel (@jsstansel) November 4, 2020
funniest genre of brand scandals are the tweets no one asked for that gets them in trouble. why did gap feel it was best suited to calm a nation on edge in the first place https://t.co/paUUptZR6N
— Steadman™ (@AsteadWesley) November 4, 2020
A Gap Inc. Spokesperson confirms to Yahoo Life that the since-deleted tweet was an attempt at spreading a message of harmony, although it was admittedly “too soon” for the message.
“From the start we have been a brand that bridges the gap between individuals, cultures and generations. The intention of our social media post, that featured a red and blue hoodie, was to show the power of unity,” the spokesperson shares. “It was just too soon for this message. We remain optimistic that our country will come together to drive positive change for all.”
Still, it seems that Gap might have achieved that goal in one way or another as people joke about the opportunity that the brand provided to turn away from the news and focus on the controversy surrounding the tweet instead.
I find it beautiful that we can all take a break from this anxious hellscape to come together and hate the Gap sweatshirt.
— Lauren Alexis Fisher (@LaurenAlexis) November 4, 2020
I will take my anxiety out on The GAP
— JP (@jpbrammer) November 4, 2020
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