Fashion: Why TikTok is Suddenly Obsessed with the Cher & Future Gap Ad

Why it is the topic trending:

• Unexpected Viral Rediscovery: A 2017 Gap ad featuring the unlikely pairing of Cher and Future has suddenly gone viral on TikTok, years after its original release.

• Internet's Collective Surprise and Delight: The internet community is expressing widespread surprise and enjoyment at the rediscovery of this "absurd, deliciously awkward" advertisement.

• Massive Engagement on TikTok: Hundreds of content creators on TikTok are referencing the ad through faithful recreations, spin-off memes, and other creative content.

• "IYKYK" Humor Resonates: The ad's popularity aligns with a theory that Gen Z and other online communities favor humor based on shared cultural references ("if you know, you know").

• Nostalgia and Timelessness: The ad's 2017 vintage combined with the timeless appearances of Cher and Future and Gap's classic design contribute to its unexpected resurgence.

Overview: A 2017 Gap ad featuring the surprising duo of Cher and Future has unexpectedly gone viral on TikTok, capturing the internet's attention years after its initial release. This surreal commercial has sparked a wave of creative content on the platform, from recreations to memes, highlighting the unpredictable nature of online virality and the appeal of humor based on shared cultural references. The ad's resurgence is also attributed to the timelessness of its stars and Gap's classic style, leading to a serendipitous moment for the brand.

Detailed findings:

• 2017 Gap Ad Goes Viral: A Gap advertisement from 2017 starring Cher and Future has become a viral sensation on TikTok in May 2025.

• Unlikely Pairing: The pairing of pop icon Cher and rapper Future in the ad is considered unexpected and humorously awkward.

• Song "Everyday People": The ad features Cher singing the Sly and The Family Stone song "Everyday People" to Future.

• Surreal Production: The commercial is described as surreal, with some initially questioning if it was AI-generated.

• Hundreds of Content Creator References: The ad has been referenced by hundreds of content creators on TikTok.

• Faithful Recreations and Memes: TikTok users are creating faithful recreations and spin-off memes inspired by the ad.

• Searchability via Key Line: The ad's virality can be tracked by searching the line "Different strokes for different folks" on TikTok.

• Organic Discovery, Not Engineered: The ad's viral success is seen as an organic phenomenon rather than a strategically engineered marketing moment.

• Comparison to Other Organic Viral Moments: The article compares this to the viral success of singer Lola Young and comedian Annie Korzen on TikTok.

• Theory of Gen Z Humor: A TikTok theory suggests that Gen Z humor often relies on references to existing media that are understood on an "IYKYK" basis, fostering a sense of online community.

• Ad as an Inside Joke: The Gap ad's unexpected resurgence has turned it into an inside joke within the online community.

• Timeless Appearances and Gap Design: The unaging appearances of Cher and Future, along with the timelessness of Gap's denim line, are noted.

Key success factors of product (trend):

• Unpredictability and Serendipity: True viral moments often cannot be forced and arise unexpectedly, as seen with this ad.

• Humor and Absurdity: The unexpected pairing and surreal nature of the ad lend themselves to comedic interpretations and engagement.

• Relatability and Shared Cultural Reference: The line "Different strokes for different folks" and the recognition of the ad create a shared reference point for online communities.

• Nostalgia and Retro Appeal: The 2017 vintage of the ad combined with timeless elements adds to its appeal.

• Ease of Engagement and Replication: The ad provides easily replicable and meme-able content for TikTok creators.

Key Takeaway: The sudden viral resurgence of a 2017 Gap ad featuring Cher and Future on TikTok highlights the unpredictable nature of online virality, the power of shared cultural references in online humor, and the potential for older content to find new life and resonance with contemporary audiences.

Main Trend: The Unpredictable Cycle of Online Virality.

Description of the trend: From Archive to Algorithm: The Unexpected Revival of Media on TikTok describes the phenomenon where older or previously overlooked media, such as the 2017 Gap ad, can suddenly experience a surge in popularity and engagement on platforms like TikTok. This trend underscores the unpredictable nature of online virality, where content can be randomly rediscovered and amplified by internet communities, often due to its humor, relatability, or its ability to tap into shared cultural references, leading to a new wave of appreciation and creative reinterpretations.

What is consumer motivation:

• Enjoyment of Unexpected Humor: The absurdity of the Cher and Future pairing in a Gap ad is inherently humorous to many online viewers.

• Desire for Shared Cultural Experiences: Engaging with the viral trend allows users to participate in a collective online experience and feel "in the know."

• Nostalgia for the Recent Past: Content from the 2010s can evoke a sense of nostalgia for a time that is recent enough to feel familiar yet distant enough to be interesting.

• Appreciation for Authenticity (Perhaps): The organic and unforced nature of the ad's virality might appeal to audiences tired of overtly manufactured content.

• Opportunity for Creative Expression: The ad provides a canvas for users to create their own recreations, memes, and spin-offs, allowing for self-expression and participation.

What is driving trend:

• TikTok's Algorithm and Discovery Mechanisms: TikTok's algorithm can surface older content to new audiences, leading to unexpected revivals.

• Internet Culture's Embrace of the Absurd: Online communities often have an affinity for unexpected and unconventional content.

• Power of Shared References ("IYKYK"): Humor and engagement are often amplified when they rely on shared knowledge within online communities.

• Ease of Content Creation and Sharing on TikTok: TikTok's format makes it simple for users to react to, recreate, and remix existing content.

• The Unpredictable Nature of Online Attention: What captures the internet's interest is often random and difficult to predict.

What is motivation beyond the trend:

• Sense of Community: Participating in viral trends can foster a sense of belonging and connection within online communities.

• Seeking Lighthearted Distraction: Engaging with humorous viral content can provide a welcome distraction from everyday stressors.

• Appreciation for Pop Culture Artifacts: Even older ads can be seen as interesting glimpses into past pop culture.

• The Joy of Discovery: Users might feel a sense of discovery and satisfaction when unearthing or encountering older content that resonates with them.

Description of consumers article is referring to:

• Who are the consumers article refers to from article: The article primarily refers to users of TikTok and other internet platforms, with a specific mention of Gen Z's humor preferences, but suggests it applies more broadly to "modern doom-scrollers."

• Who are them: They are individuals who are active on social media, particularly TikTok, and participate in online cultural trends. They are diverse in age but share a tendency to engage with viral content and appreciate humor that often relies on shared references.

• What kind of products they like: In the context of this article, they are interested in engaging with and creating content around viral media, in this case, an older Gap ad. Their broader product preferences are not specified.

• What is their age?: While Gen Z is specifically mentioned (ages 13-28 in 2025), the article suggests the humor style resonates with a broader audience of "modern doom-scrollers," implying adults of various ages who spend time online.

• What is their gender?: The article does not focus on gender-specific preferences for this trend.

• What is their income?: The article does not provide information about the income levels of these consumers.

• What is their lifestyle: They likely have digitally connected lifestyles, spending time on social media and engaging with online culture and trends.

• What are their category article is referring shopping preferences: In this context, they are "shopping" for viral content to engage with and create. Their broader shopping preferences are not specified.

• are they low, occasional or frequent category shoppers: As active internet and social media users, they are likely frequent consumers of online content and trends.

• What are their general shopping preferences-how they shop products, shopping motivations): This information is not detailed in the article. However, their engagement with viral content suggests a desire for entertainment, connection, and participation in online culture.

Conclusions: The unexpected TikTok obsession with a 2017 Gap ad demonstrates the unpredictable nature of online virality and the power of shared cultural references in engaging online communities. This trend highlights how older content can find new life and resonance with contemporary audiences through the mechanisms of social media algorithms and internet culture.

Implications for brands:

• Recognize the Unpredictability of Virality: Brands should understand that engineered viral moments are often less effective than organically discovered content.

• Pay Attention to Online Conversations and Rediscoveries: Monitor social media platforms for unexpected resurgences of their past campaigns or content.

• Be Ready to Engage with Organic Viral Moments: If older content suddenly gains traction, brands should be prepared to engage with the trend in an authentic and relevant way.

• Consider the Timelessness of Certain Content: Content that resonates with universal themes or features enduring talent might have the potential for rediscovery.

• Focus on Creating Authentic and Engaging Content: While virality is unpredictable, creating genuine and engaging content increases the chances of resonating with audiences.

Implication for society:

• Highlights the Ephemeral and Cyclical Nature of Online Trends: What's popular online can change rapidly, and older content can suddenly become relevant again.

• Demonstrates the Power of Algorithms in Shaping Online Culture: Social media algorithms play a significant role in what content is discovered and amplified.

• Shows the Importance of Shared Cultural References in Communication: Online communities often bond over shared understanding of specific media or memes.

• Illustrates the Potential for Older Media to Find New Audiences: Content created before the rise of current platforms can still find relevance and enjoyment with new generations.

Implications for consumers:

• Increased Exposure to Diverse and Unexpected Content: Social media algorithms can lead to the discovery of a wide range of content, including older material.

• Opportunities for Shared Online Experiences: Viral trends provide common ground for online interaction and community building.

• Potential for Nostalgia and Rediscovery of Forgotten Gems: Users might stumble upon and appreciate older media that they had previously missed or forgotten.

Implication for Future:

• Continued Unpredictability of Online Virality: Predicting what will go viral will likely remain a challenge.

• Algorithms Will Continue to Shape Content Discovery: Social media algorithms will continue to influence what content reaches users and gains popularity.

• The Line Between "Old" and "New" Content Will Blur Online: Older content will likely continue to be rediscovered and recirculated, challenging traditional notions of newness.

Consumer Trend: Retro Content Revival: Older media, particularly from the recent past, is experiencing unexpected surges in popularity and engagement on platforms like TikTok, driven by algorithmic discovery and the internet's affinity for shared cultural references.

Consumer Sub Trend: "IYKYK" Humor Dominance: Online humor, especially among younger generations, increasingly relies on references to existing media and shared knowledge within online communities, fostering a sense of in-group connection.

Big Social Trend: The Algorithmic Shaping of Culture: Social media algorithms are playing a significant role in determining what content gains visibility and influences online cultural trends.

Worldwide Social Trend: Global Re-engagement with Nostalgia: Across the internet, there's a recurring trend of older pop culture artifacts being rediscovered and celebrated by new audiences, often fueled by social media.

Social Drive: Seeking Connection Through Shared References and Unexpected Humor: Online users are driven by the desire to connect with others through the shared understanding of specific cultural moments and the enjoyment of unexpected and often absurd humor.

Learnings for brands to use in 2025:

• Don't Underestimate the Longevity of Content: Even older campaigns or ads might find new audiences and relevance years later.

• Monitor Social Media for Unexpected Brand Mentions: Keep track of how users are engaging with the brand, even if it's with older content.

• Be Ready to Join the Conversation Authentically: If older brand content goes viral, find ways to engage with the trend that feel natural and relevant to the current context.

• Consider the Power of Cross-Generational Appeal: Content that features talent or themes that resonate with different age groups might have a higher chance of unexpected revivals.

• Focus on Creating Memorable and Shareable Content: Content with strong hooks or unique elements is more likely to be rediscovered and amplified.

Strategy Recommendations for brands to follow in 2025:

• Maintain a Digital Archive of Past Campaigns: Keep easily accessible records of previous marketing materials.

• Set Up Social Listening Tools to Track Brand Mentions: Monitor platforms like TikTok for unexpected upticks in mentions of older content.

• Develop Contingency Plans for Responding to Viral Moments: Have a strategy in place for how to engage if older brand content suddenly goes viral.

• Consider Repurposing Successful Older Content for New Platforms: If a campaign resonated well in the past, explore ways to re-release or reimagine it for platforms like TikTok.

• Analyze Past Content to Understand What Resonated: Look at older campaigns that were successful to identify key elements that could inform future content creation.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it. The core trend is the Serendipitous Resurgence of Older Media Online, and in 2025, brands should remain vigilant about their digital archives and social media mentions, being prepared to engage authentically with any unexpected viral revivals of their past content to capitalize on unforeseen moments of relevance and connection with new audiences.

Final Note:

• Core Trend: Retro Viral Resurgence: Older media unexpectedly gaining viral traction online.

• Core Strategy: Monitor and Engage with Organic Rediscoveries: Brands should track mentions of past content and be ready to respond authentically to viral moments.

• Core Industry Trend: The Cyclical Nature of Online Culture: Trends and content can experience unexpected revivals years after their initial release.

• Core Consumer Motivation: Seeking Humor and Connection Through Shared References: Online users are drawn to content that is funny and fosters a sense of community through shared cultural understanding.

Final Conclusion: The sudden TikTok obsession with the Cher & Future Gap ad perfectly illustrates the unpredictable and often cyclical nature of online virality. Brands should recognize that even content from the past can suddenly find new relevance and engage contemporary audiences, emphasizing the importance of monitoring their digital footprint and being prepared to embrace unexpected moments of organic buzz.

Core Trend Detailed: The core trend details the unpredictable phenomenon where older media content, having faded from immediate public consciousness, suddenly experiences a significant resurgence in popularity and engagement on contemporary online platforms, particularly those driven by algorithmic content discovery like TikTok. This revival is often sparked by seemingly random factors, such as being unearthed by influential online figures or aligning with current humor trends or cultural references. The renewed interest can manifest in various forms, including widespread sharing, creative reinterpretations like memes and recreations, and a general sense of collective discovery and enjoyment among online communities who may have been too young or unaware of the content during its initial release.

Key Characteristics of the Core trend:

• Time Gap Between Original Release and Virality: The content experiences a significant period of relative obscurity before its revival.

• Unpredictable Trigger for Resurgence: There is often no clear or engineered reason for the sudden spike in popularity.

• Platform-Driven Amplification: Social media algorithms play a crucial role in surfacing and spreading the older content to new audiences.

• Engagement Through Remixing and Referencing: Users actively create new content inspired by the original material, such as memes, reactions, and recreations.

• Sense of Collective Discovery: The widespread sharing and discussion create a feeling of the internet community collectively discovering something new (or newly appreciating something old).

Market and Cultural Signals Supporting the Trend:

• Frequent Resurfacing of Older Songs and TV Clips on TikTok: Many examples exist of older media finding new popularity on the platform.

• Internet Culture's Love of Nostalgia: Online communities often revisit and celebrate older pop culture artifacts.

• The "IYKYK" Phenomenon: Humor and engagement are often based on shared knowledge of specific online content.

• The Sheer Volume of Content Available Online: The vast digital archive means that older gems are always waiting to be rediscovered.

• The Power of Influencers and Early Adopters: A single popular creator referencing older content can spark a widespread trend.

How the Trend Is Changing Consumer Behavior:

• More Openness to Exploring Older Content: Users are not necessarily limiting their consumption to only the newest material.

• Increased Engagement with Archival Content: There is a growing appreciation for and interaction with media from the past.

• Development of Cross-Generational Online Conversations: Older content can become a talking point between different age groups who experience it at different times.

• Potential for Content Creators to Mine the Archives: Individuals might actively seek out older material with the potential to go viral.

Implications Across the Ecosystem:

• For Brands and CPGs: Content created years ago might still hold value and potential for engagement. Need to be mindful of their historical marketing efforts.

• For Retailers: Could see unexpected spikes in demand for products featured in suddenly viral older media.

• For Consumers: Benefit from a wider range of entertainment and cultural touchstones, bridging gaps between generations.

Strategic Forecast:

• This trend of retro content revival is likely to continue as long as platforms like TikTok have algorithms that can surface older material.

• The types of content that go viral will likely remain unpredictable and varied.

• Brands should consider their back catalogs of content as potential assets.

Final Thought (summary):

The unexpected virality of the Cher & Future Gap ad serves as a potent reminder of the whimsical and often cyclical nature of online culture, where content from the past can be suddenly propelled into the present, captivating new audiences and underscoring the enduring power of serendipitous discovery in the digital age.

Source: https://www.esquire.com/uk/style/fashion/a64890551/why-tiktok-is-suddenly-obsessed-with-the-cher-future-gap-ad-different-strokes-for-different-folks/