Gap has launched its Back to School campaign, which includes a series of spots encouraging viewers to go forward with confidence, creativity, focus, and kindness.
The latest one, entitled “Wonder” and promoting also the upcoming family comedy-drama film “Wonder”, starring
Jacob Tremblay in the main role, Julia Roberts and Owen Wilson, features a group of kids gathered in a circle around a young boy who reads an excerpt from the 2012 novel of the same name by R.J. Palacio. “What kind of people are we? What kind of person are you? He said underlining each word.” – the boy reads and, as the camera pans, we get to see that among those kids, there is also a girl with a facial difference (and in the same situation like the protagonist of the novel/movie, August “Auggie” Pullman. Eventually, it is revealed that the boy reading is Jacob Tremblay himself, who plays Auggie Pullman.
The author of Wonder, J.R. Palacio, is also heard saying she’s so “happy and grateful” that the message she wrote about in her book just continues to spread. “It shows me this is a lesson we all want to learn from. That the world wants to be kind. ” – she adds.
The spot ends with the Jacob reading the sentence “We’re given the choice between being right, being kind, and chose kind.” and with the onscreen line “Back to school. Forward with kindness.” A subsequent onscreen line informs viewers that Wonder will be released in theaters November 17th.
Gap’s Back to School campaign also features art educator Sasha Sicurella, who helps kids discover their own unique voice and encourages them to share that voice with the world, teacher Jasmyn Wright, who encourages her third-grade students to “push through” in the face of adversity, meditation mentor Andres Gonzales, who teaches kids how to “slow down, pause, breathe and be present so they are ready to do anything”.