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Gap Advertising Retail

Cher meets Future for ‘Meet Me in the Gap’ campaign by Yard NYC


By Kyle O'Brien, Creative Works Editor

September 15, 2017 | 3 min read

Clothier Gap has pulled together some unique artistic and musical combinations for its latest campaign, ‘Meet Me in the Gap’ and none is perhaps more intriguing than pop icon Cher sharing the stage with rapper Future.

Cher and Future

Cher and Future for the Gap

The newest campaign out of Gap launches September 18, in collaboration with Yard NYC. The campaign pulls together some unlikely pairings, including that of Cher with Future. The duo sings a version of Sly & the Family Stone’s 1969 anthem “Everyday People” while clad in the retail chain’s signature denim and black clothing.

The campaign was designed to demonstrate the magic that happens when you bring unexpected people together – going beyond simply telling to actually showing what it means to meet in the gap, according to a release.

Yard NYC and the Gap found creators from all over the country with entirely different backgrounds, and put them together in surprising collaborations.

Aside from Cher and Future, combinations included tap dancers meeting basketball players and beat mixers; a yodeler blending with an auctioneer, flutist and beat boxer; trumpeter Christian Scott and the Santa Cruz Lady Lurkers skate group; and artist Gloss Black and dancer Fik- Shun.

Each collaboration was intentionally unscripted, but the resulting spots were pulled together to create interesting harmonies between seemingly disparate artists. See the ads by clicking on the creative works box below.

"Meet Me in the Gap demonstrates what’s possible when people from all different backgrounds and talents come together. They all met for the first time the day before they went into a studio and created the track together. The spot was then shot based on the original track they had recorded. One of the things that makes the ‘Meet Me in the Gap’ campaign really unique is it was created in real time, each spot coming together based on the magic that happens when great talents meet,” said Yard NYC chief creative officer Stephen Niedzwiecki.

“These meet-ups are so unexpected and yet so natural for a democratic American brand like the Gap. It entertains in surprising ways. From an art direction point of view we returned to owning the iconic Gap blank, white space and finding new ways of reimagining it to make it even more relevant for today," he added.

"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."

Gap: advert-body-3 by Yard NYC

By Gap

Overall Rating 5/5

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