A new Gap campaign focusing on bridging cultural divides has enlisted the help of Cher and Future to illustrate their message.
The legendary songstress and contemporary rap icon may seem worlds apart, but that’s precisely why they were chosen to star in the brand’s “Meet Me in the Gap” fall campaign. The collaboration is “celebrating what can be created when distinct people connect and discover they have more in common than what divides them,” the brand said in a statement.
“It’s easy to have common ground if you are really open and curious to people from different cultures,” Cher added the release. “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, who is young, really talented and striving.”
In the campaign’s video spot, directed by Director X, the music icons “meet in the gap” to offer a unique musical experience, with Cher’s lusty vocals and Future’s timed additions brining Sly and the Family Stone’s “Everyday People” into 2017.
“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 style. It’s really about everyday people.” Watch the campaign video, below, and looks for its launch everywhere September 18.