For its latest advertisement, Gap brings together two unexpected entities in Cher and Future. The pair duet on a cover of Sly and The Family Stone’s 1969 classic, “Everyday People,” in a 30 second clip unveiled today.
We briefly caught up with Future and Director X about the shoot, and — any apparent strangeness of the pairing aside — the choice of song was actually what stuck out more for the rapper: “Everyday People is perfect for the time, it’s a timeless record and makes a great statement.”
“Gap is such a timeless brand and Cher is an icon,” explains Future when we ask why we chose to participate in the project, “This is one of those opportunities that was presented to me that made complete sense from the start.” And, with an established star and an iconic figure both on-set, we had to ask if Director X – who worked on the project — had any stories to tell about the day, the Canadian music video director was effusive about the duo: “Just hearing Future do his thing, and hearing Cher sing — she is the real deal — they were really amazing. Just having those two together and watching them vibe on set was a moment, I think they genuinely liked each other.”
Future echoed X — noting the connection the two had on set — with the director expanding further, “The experience of watching Cher and Future interact was so surreal and special. Getting to work with such legends on a Gap spot, an iconic brand whose advertising I’ve always been a fan of, was a big deal.” You can watch the shoot for yourself above.
Gap’s last unexpected collaboration was with Diaspora Skateboards, creating a dual-branded T-shirt.