Back in the day, the Gap paid randomly paired celebs gobs of cash to pretend like they actually wore that shit for the sake of a good ad. Like Madonna and Missy Elliot trying to out-do each other, or Sarah Jessica Parker ditching those Sex And The City broads to dance around with Lenny Kravitz. Those ads seemed to pay off, since you couldn’t really fire a spitball off in homeroom back in the day without hitting someone in one of those chunky GAP hoodies.
Fast forward to today, and the only thing crowding into a Gap is piles and piles of debt. Execs must be taking a page from the NBC reboot playbook, because we’re now seeing celebs pop up back in ads – like CHER! And…Future?
Before you go wagging your tongues, the thing kind of makes sense! Cher was using Auto-Tune long before it became the stepping stone toward a successful rap career. Cher takes the lead in “Everyday People,” because she’s Cher and seems to have a twinkle in her eye that says, “Take a seat, Future, and let the Present show you how it’s fucking done.” Even better was how she told the Evening Standard (via Billboard) that she had no idea who the hell Future even was before they crooned one out together:
“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.”
The best part about this ad campaign is that every clip I can find is just them talking about singing together and not the obligatory “I love wearing my Gap jeans because they’re just so comfy” bullshit. You know Cher floated down from her Malibu mansion in her own Cher frocks and told those minions the only Gap she would be rocking that day was the one she requires to keep mere mortals a healthy distance away from her legend self.