A fall clothing campaign for Dayton Hudson's Target stores from Peterson Milla Hooks in Minneapolis features a soundtrack made by a musical pair who once collaborated on a video that, judging by the title, made a case for the opposite concept: "Totally Nude."
Steven Kramer and Bob Hest used to play in a group called The Wallets, which described itself as a "rock-funk-polka-jazz" band. Finding the security of making music for advertising more appealing than life in a beat-up van and smoky clubs, Hest and Kramer went into commercial production.
The two have mined a variety of sources, including bar bands and gospel singers, to produce soundtracks for clients they said have included Norwest Bank and Harley-Davidson.
Their work for Target included backing for a spot last spring. The fall work envokes a "retro-psychedelic sound," according to their publicist, Martin Keller.
"They have hooks you can hang a winter coat on," said Joe Milla of Peterson Milla Hooks.