Cher duets with rap artist Future as part of a new campaign for Gap that focuses on unlikely artistic pairings, to illustrate the tagline "Meet me in the Gap."
The pop superstar, whose heyday was the '80s and '90s, and the rapper (who was born in 1983) join forces on Sly & the Family Stone's "Everyday People" in a surprisingy soulful collaboration, in one of several new spots created by New York agency Yard. Other unusual team-ups featured in the campaign include a yodeler duetting with an auctioneer; a dancer working with an artist and a jazz trumpeter collaborating with a skate team.
Each collaboration was deliberately filmed unscripted, to show what happens when creators from different perspectives come together. Yard adds in a statement that the campaign is designed to communicate that "when we meet people who are not like us, and take a chance to close the gaps between us, we find we have more in common than what keeps us apart."
The campaign will run across TV and social. Director X at M ssn g P eces helmed the spots and accompanying photography is by Dan Jackson via North Six.