1999 was a breakthrough year in Urban fashion. In this pair of ads, FUBU introduces its 1999 NBA with visuals directed by Hype Williams. Followed by the infamous GAP Jeans ad starring LL Cool J, in which he delivers a fast-paced freestyle to invariable get customers to “Fall Into The Gap,” but sneaks in a shout-out to his friends at ” For Us By Us (On The Low).” As reported in Kevin Liles’ book, The Tanning of America, none of the ad execs working for The Gap ever caught on to the sneak product placement, instead giving James Todd Smith a round of applause for delivering his pitch inside the 30 second mark. Shared for historical purposes. I do not own the rights.
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