Making a physical album No. 1 in the age of streaming.

Anticipation was high for Adele’s follow-up to 21. But in a streaming-first world, she chose not to release 25 on streaming—betting instead on physical album sales.

As her exclusive partner, Target set out to make that bet pay off.

So we turned television into the ultimate distribution platform—taking over primetime with a simultaneous roadblock across every major network, giving fans a collective first listen to the album.

Each song was brought to life through crafted visual moments—cinematic glimpses designed around the music and seeing Adele for the first time in years. We transformed commercial breaks into an immersive, track-by-track listening experience.

The result: 25 debuted at No. 1 with 3.38MM copies sold in its first week—one of the largest launches of the modern era, with one-third of all sales coming from Target.

Director: Mark Romanek