NEW YORK, Sept. 13, 2017
/PRNewswire/ -- Gap, the iconic American clothing brand, today
reveals the final installment of the 'Meet Me in the Gap' fall
campaign, which launched in late July, starring the legendary Cher
and rap icon Future, 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, harmonizing and
offering each other their signature vocals. With video directed by
the legendary Director X, the two "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 "Everyday People," originally
by Sly and the Family Stone, the chart-topping rapper and legendary
songstress meet up to 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. "Gap is not only bringing two cultures together but
bringing everyone together through the music and the style. It's
really about everyday people."
The campaign first launched in late July through a series of
"meet ups," also directed by Director X, featuring diverse groups
of influencers collaborating and creating unexpected works of art
through movement and sound. One film, titled 'Bounce meet Bounce
meet Bounce' includes a trio of basketballers, tap dancers and a
mix artist who create a musical composition made from the rhythmic
and playful sounds of sports balls, with synchronized tap movements
alongside a produced beat.
"As a brand, our heritage is rooted in being a beacon of hope
and optimism while also bringing people together," said Gap chief
marketing officer 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 September 18, the
campaign spans television, outdoor, mobile, social, print, in store
and digital. The television spots will air on major networks and
live on digital video channels including Vevo, Hulu and YouTube. In
addition, Gap will launch a namesake channel on Spotify which will
start with a 'Meet me in the Gap' mashup playlist. Lastly, the
print campaign will come to life with tribute advertisements in
both the Vogue 125th anniversary issue and the GQ
60th anniversary issue.
For more information on 'Meet Me in the Gap,'
visit gap.com/meetmeinthegap.
About Gap
Gap is one of the world's most iconic apparel and accessories
brands and the authority on American casual style. Founded
in San Francisco in 1969, Gap's collections are designed
to build the foundation of modern wardrobes – all things denim,
classic white shirts, khakis and must-have trends. Beginning
with the first international store in London in 1987, Gap
continues to connect with customers online and across the brand's
about 1,600 company-operated and franchise retail locations around
the world. Gap includes Women's and Men's apparel and accessories,
GapKids, babyGap, GapMaternity, GapBody and GapFit
collections. The brand also serves value-conscious customers
with exclusively-designed collections for Gap Outlet and Gap
Factory Stores. Gap is the namesake brand for leading global
specialty retailer, Gap Inc. (NYSE: GPS) which includes Gap,
Banana Republic, Old Navy, Athleta, Intermix and Weddington
Way. For more information, please visit www.gapinc.com.
Will Davis
Storey
Will.Davis@ourstorey.net
212.463.7245 Ext. 1204
Mackenzie Dougherty
Gap
Mackenize_Dougherty@gap.com
212.886.7323
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SOURCE Gap