Watch David Fincher’s normcore ads for The Gap

David Fincher is the Academy Award-nominated director of the upcoming film Gone Girl and previously The Social Network, Zodiac, The Game, as well as several other fine films. He’s also, recently, the director of a new series of ads for The Gap’s fall clothing line, a campaign called “Dress Normal,” which embraces the brand’s longtime status as an arbiter of normcore. They are not quite as dark or moody as Fincher’s feature films, but they certainly get the point across: normal is the new cool.