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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.