Sep 19, 2018 | By Petah Marian
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Gap has unveiled the final installment of the “Meet Me in the Gap” autumn campaign, the first iterations of which launched in late July. The spectacular finale features Cher and rap star Future.
Given that this is 2017, the celebrity link isn’t just about the power of fame. Instead it’s “celebrating what can be created when distinct people connect and discover they have more in common than what divides them”.
The campaign captures Cher and Future, “two culturally relevant and transcendent figures who have never met before, harmonising and offering each other their signature vocals”.
The Meet Me in the Gap series has really come up with some interesting pieces of work so far, such as the “Bounce meet Bounce meet Bounce” film that included a trio of basketball players, tap dancers and a mix artist who created a musical composition made from the sounds of sports balls, with synchronised tap movements alongside a produced beat.
This time, with a video directed by Director X, Cher and Future “meet in the gap”, a blank space, to collaborate on a one-of-a-kind musical experience by tapping into their roots of rock and soul music with a song they both find inspiring.
Through their rendition of Sly and the Family Stone’s “Everyday People”, they add a modern hip-hop trap beat to a classic American song.
“I love the idea of ‘Meet Me in the Gap’ because it’s easy to have common ground if you are really open and curious to people from different cultures,” said Cher. “I didn’t know who Future was before this, but I knew it would be so fun to work with someone who is completely unlike me and who is young, really talented and striving.”
“There was a great dynamic when working with Cher and we felt like we were doing something so much bigger than the two of us,” said Future.
“As a brand, our heritage is rooted in being a beacon of hope and optimism while also bringing people together,” said Gap CMO Craig Brommers. “Uniting two superstars like Cher and Future proves that no matter how different we seem, there is always a common thread that we just might not have discovered yet.”
Launching on Monday, the campaign will appear on TV, outdoor, as well as mobile, social, print, in-store and digital. The TV spots will air on major networks and live on digital video channels including Vevo, Hulu and YouTube. In addition, Gap will launch a channel on Spotify which will start with a Meet me in the Gap mash-up playlist. And the print campaign will see tribute advertisements in both US Vogue’s 125th anniversary issue and US GQ’s 60th anniversary issue.
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