David Fincher

Gap's new tagline, introduced a few months back, is "Dress normal." But the retailer knows your family is anything but — particularly at the holidays. Having launched the new positioning with David Fincher in August, Gap moves on to another Hollywood director, Sofia Coppola, for a stylish and quirky holiday campaign from Wieden + Kennedy in New York. The four ads are endearingly weird, with storytelling that's more about momentary glimpses into the charms and foibles of family life than traditional plots.