In 2007, it was Feist’s big feature in an Apple iPod commercial — which subsequently skyrocketed her single “1234″ onto the Billboard Hot 100 chart. That was followed by several more artists getting airtime with the help of Apple.
And late last year, it was Bon Iver’s Justin Vernon who was stumping for Bushmills Irish Whiskey. Chromeo and Theophilus London have also appeared in ads for the whiskey.
One of the latest brands to tap into the “indie” image — an image that is perpetually blurring into mainstream — is Gap with its Fall 2012 “Icons Redefined” Collection.
Among the artists showcased in these ads are Karmin, Lil Buck, Lia Ices, Yuan Yuan Tan, Kaki King, Nicki Bluhm and North Carolina’s own The Avett Brothers.
“Gap’s fall collection clearly reflects our casual, American style through modern interpretations of our iconic classics that customers can really make their own,” Seth Farbman, Gap’s Global Chief Marketing Officer, explained.
In their ad, The Avett Brothers — quite literally brothers Scott and Seth Avett — are cast against a simple white curtain performing their song “Live and Die” from their up-coming album The Carpenter. The tie in to Gap: the brothers are seen sporting Oxford shirts from the brand.
The Carpenter, the follow-up to 2009′s acclaimed I and Love and You, will be released Sept. 11 through American Recordings.
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