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This advertisement was an above the line promotion through the new dating app called 'Tinder'. The Gap was hoping that daters would scroll through potential matches in the app and come across its profile with pictures of messages: "You're invited to the pants party."

To raise maximum attention

Expose their brand, product or business through minimum input

Ambush or catch the customers through unusual, risky or shocking techniques

Guerrilla Marketing

Tinder would deem this message as inappropriate and said "we did not approve of this campaign and it's not an ad".

Source: http://www.adweek.com/news/technology/gap-looking-lovers-new-ad-tinder-162779