Target produced a carefully orchestrated buzzy moment during Monday’s Grammys when it aired the first live music video on television during a four-minute commercial break.
The colorful video for Gwen Stefani’s “Make Me Like You” is filled with wardrobe changes, tons of extras, and stunts (like roller skating) that make the feat of it being live even more impressive. The video was directed by Stefani’s longtime collaborator Sophie Muller. It also features Easter eggs (like Stefani’s boyfriend Blake Shelton’s name as the name of the bar) and subtle nods to Target in its color scheme and logo.
Target also created ancilliary content on Periscope, Facebook Live and Snapchat during the live broadcast.
Watch it below.