Target has been involved in plenty of musical collaborations over the years—notably with Imagine Dragons, Justin Timberlake and Shakira. But the retailer took it to a new level Monday, partnering with Gwen Stefani on the first music video created for live television, which aired during a four-minute commercial break on CBS's Grammy Awards telecast.
The live video for "Make Me Like You," created by ad agency Deutsch and directed by veteran music video maker Sophie Muller, involved a number of set and costume changes (including seven by Stefani) in real time, many of them Target branded—lots of red and white, and bull's-eye shapes. The video even had a roller skating sequence—daring for any live broadcast—along with a buzzy moment where Stefani appeared to fall down, though it was just a cleverly planted stunt double.
See the video here:
The video was shot live on a 32,000-square-foot sound stage on the Warner Bros. lot in Burbank, Calif., with help from a crew of some 250 people in all. Target organized unique second views of the experience through Periscope, Facebook Live and Snapchat during the broadcast, and also got social influencers Todrick Hall and Meg DeAngelis involved—they made behind-the-scenes content before, during and after the shoot and also had cameos in the video.
The partnership with Stefani also includes selling a deluxe edition of her album This Is What the Truth Feels Like, which will be released March 18, featuring exclusive cover art and four bonus tracks.
Among the Easter eggs in the video:
• The neon sign in Blake's bar is his real signature.
• There is a tabloid magazine that leans into the false rumors about Stefani: "Gwen Pregnant With Alien Baby."
• The salon is named after her hairstylist Danilo Dixon. He's also featured in the scene doing her touchups.
• Stefani's actual stylists Rob Zangardi and Mariel Haenn can be seen helping her with wardrobe changes throughout the video.
• Her makeup artist Gregory Arlt was also in the video.
"Wow! That was the fastest four minutes," the singer said of the video in a statement. It's so amazing how much goes into one take. I couldn't be more proud of our team, especially Sophie, the cast and the crew for their hard work over the past few weeks. This entire project with Target has been such an incredible experience, and I'm so thankful for the opportunity to collaborate with them."
Vice President, Marketing: William White
Marketing Manager: Trevor Arnold
Creative Director: Peter Maloney
Media Strategy: Erin Gulden
Social Strategy: Carey Jeremiason
Public Relations: Lee Henderson
Executive Vice President, Executive Creative Director: Karen Costello
Creative Director: Chris MacNeil
Senior Vice President, Executive Producer: Mary Ellen Duggan
Senior Vice President, Account Director: Leigh McCarthy
Director: Sophie Muller
Producer: Grant Jue:
Director of Photography: Steve Chivers
Production Designer: Annie Sperling
Choreographer: Fatima Robinson
Public Relations: Rogers & Cowan