In 2001, Daft Punk sold out without selling out when Gap sponsored their ‘Discovery’ tour. The band wore Gap clothes in all their appearances, Gap sampled ‘Digital Love’ for this ad, and took the sponsorship every which place it made sense to.
Of course, the deal with Gap was signed in this nether period when no one knew how big of a hit ‘Discovery’ was going to be. It’s also probably why Daft Punk hasn’t done any brand-level promotion on this scale since.
This song is still one of my playlist favorites. I had forgotten all about this campaign until I began searching for its music video, which was illustrated in anime. What I’m trying to figure out, is how Gap managed to measure hip.
Sometimes you just have to trust your instincts. And I want one of those helmets.