Ad Campaigns
‘Meet Me in the Gap’ stars Cher and Future
MUMBAI: Gap, the iconic American clothing brand, has revealed the final installment of the ‘Meet Me in the Gap’ fall campaign, starring the legendary Cher and rap icon Future, celebrating what can be created when distinct people connect and discover they have more in common than what divides them.
The campaign spans television, outdoor, mobile, social, print, in store and digital. The television spots will air on major networks and live on digital video channels.
The campaign captures Cher and Future, two culturally relevant and transcendent figures who have never met before, harmonising and offering each other their signature vocals. With video directed by the legendary Director X, the two “meet in the gap,” a blank space, to collaborate on a one-of-a-kind musical experience by tapping into their roots of rock and soul music with a song they both find inspiring. Through their rendition of “Everyday People,” originally by Sly and the Family Stone, the chart-topping rapper and legendary songstress meet up to add a modern hip hop trap beat to a classic American song.
“I love the idea of ‘Meet Me in the Gap’ because it’s easy to have common ground if you are really open and curious to people from different cultures,” said Cher. “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.”
“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 the style. It’s really about everyday people.”
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NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
