“Boring businesses need art to make them interesting. Artistic businesses need structure to make them functional.”

—Thomas Minieri

Watch: The Gap “Khaki Swing” Commercial (1998)

When beige khakis became a phenomenon, it wasn’t because of the pants. It was because of the art.

In 1998, Gap, Inc. released its now-legendary “Khaki Swing” commercial—featuring a group of swing dancers flying, flipping, and celebrating freedom to Louis Prima’s “Jump, Jive an’ Wail.”

The brand sold millions of pairs of ordinary beige pants. But what they were really selling was energy, rhythm, and rebellion—the same elements that turn any “boring” business into a magnetic brand.

This ad became a cultural moment because it fused creativity and commerce—exactly what Lemonology® Strategy No. 32 is all about. It’s proof that when art meets enterprise, the ordinary becomes unforgettable.

Educational Use Notice

This video is owned by Gap, Inc. and is included here for educational and illustrative purposes only under fair-use principles. All rights, trademarks, and copyrights remain the property of their respective owners.