Remembering the Time LL Cool J Finessed GAP’s Out of $30 Million Dollars

Welcome to the 37th insertion of DEMUR®, an analytical series highlighting the intricacies of the artistic world and the minutiae lying within. In this episode we break down the 1999 GAP advert that brought FUBU $30 million in unpaid advertising, and cemented LL Cool J as one of the greatest of all time.

James Todd Smith, professionally known as LL Cool J (Ladies Love Cool James), was born 1968, New York, destined for greatness in the musical world. Becoming one of the first underground hip-hop artists to gain mainstream success, hits like “I Need A Beat” (1985) paved the way for other creatives to follow, changing the narrative of success in an newly expanding industry.

LL Cool J’s influence was heavily respected, establishing roots in the hip-hop scene while helping to grow cultural staples like Def Jam records. His new-school flows and spectrum of musicality allowed for lust-like singles such as “I Need Love” to live among gritty, traditional beats like “Momma Said Knock You Out”. Charting throughout a full decade, Smith became a symbol of style and wealth, leading a generation of youth with every rhyme.

For those who may be unfamiliar, FUBU was a massively influential streetwear label throughout the 90’s. Dressing LL Cool J for the better part of his career, founder Draymond John redefined what it meant to be “fresh” through graffiti-esque logos and baggy silhouettes.

Approached by GAP in 1999 for a denim advertisement, LL Cool J was set to perform an on-brand promotional freestyle which would debut later that year. However, following a rather distasteful phone call prior to, Smith planned to shoot a true hint of street culture into the ad, using FUBU as his bullet.

Somehow evading stylists while wearing a FUBU branded hat throughout the 30 second clip, Cool J took the facade a step further, dropping the iconic line, “G-A-P gritty, ready to go, for us, by us, on the low”. Not only did he reference the FUBU acronym in the utmost discreet manner, the rapper pushed the $30 million campaign into the hands of targeted consumers who began searching for FUBU at the GAP.