In Mandarin, the date 20 May sounds like “I love you,” making it an unofficial Valentine’s Day in China. This year, GAP marked the occasion with a heartfelt campaign centered on the message Love Fills the Gap (当爱没有Gap), encouraging people to reflect on the relationships and emotions that bring us closer.
The brand’s ad takes a soft, intimate approach, capturing the excitement of anticipating a loved one and the comfort of finally being in their arms. One scene echoes the well-known line from Hayao Miyazaki’s film Ponyo on the Cliff by the Sea: “If I’m going to see you, I’ll run.’ It’s a simple but powerful idea—when it comes to the people who matter most, we can’t wait to be close.
GAP’s visuals highlight body language—intertwined fingers, a head resting on a shoulder, a gentle touch of hands—showing the affection shared between partners, friends, and family. Even animals are seen sharing moments of warmth. The use of warm tones and soft lighting captures the beauty of small, intimate gestures.
While many 520 campaigns go heavy on flashy packaging, GAP keeps it real, leaning into emotional storytelling. The campaign poses a thoughtful question: When love has no gap, how close can we be? It also highlights the comfort of GAP’s signature denim, linking physical ease with emotional relaxation. In doing so, the brand turns its products into a canvas for connection, inviting customers to rethink how they define intimacy.