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 spots are endearingly weird, with storytelling that’s more about momentary glimpses into the charms and foibles of family life than traditional plots. The first two, “Gauntlet” and “Mistletoe,” are the strongest and will air on TV. The former shows a girl arriving home (in a crazy striped sweater) to a bustling house at Thanksgiving; the latter is about an awkward moment under the mistletoe.

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