January 28, 2018
If you tuned in to tonight’s 60th Annual GRAMMY Awards, you probably caught Target’s star-studded TV spot featuring Zedd, Maren Morris and Grey and their hot new track, “The Middle.”
The performance was a real show-stopper, and the stars, choreographers, dancers and more than 400 extras (including some of our own team members!) have been working all week to get it just right. Take a look at how it all came together:
click to watch the video
“Music has always been a powerful way we connect with our guests, and this was another great opportunity to bring them more music and access to their favorite artists,” said Rick Gomez, executive vice president and chief marketing officer, Target. “The GRAMMYs are an exciting night for fans and an important spotlight for artists and brands, so we wanted to bring this team together in a way that only Target can.”
Behind the scenes, a host of stars teamed up to bring the performance to life. It was directed by legendary music video and commercial director Dave Meyers, who’s known for his collaborations with Justin Timberlake, Kendrick Lamar, Dave Matthews Band, Missy Elliot, Britney Spears and more. Hip hop choreographer Nadine “Hi-Hat” Ruffin worked with 50 dancers on the high-energy number that blends country and electronic dance music.
And to the delight of fans, plenty of famous artists—representing genres like break dance, ballet, salsa, hip hop and more—popped up for cameos throughout the spot, including comedian Lele Pons, and dancers Jade Chynoweth, WilldaBeast, Janelle Ginestra, Erica Klein, Phoenix Lil’Mini, Kid David, and Kesh Kesh.
The result? A high-energy mashup of entertainment’s hottest artists that reaches across genres in the spirit of the GRAMMYs, which will live on as the song’s official music video. Check out more behind-the-scenes action:
Can’t get enough of the song? Keep your eyes and ears open; it’ll be featured as the soundtrack to the Target Style spring campaign kicking off Feb. 4.
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