Making music history: hijacking the Grammys to create the first music video made live on tv.
Following a year where we redefined TV advertising with the first live commercial, we set an even higher bar for Target.
While artists at the Grammys took the stage for traditional performances, we did something no one had ever done—turning a commercial break into the first official music video created live on TV.
In a single four-minute take—with millions of dollars on the line and no room for error—Gwen Stefani performed her new single as we seamlessly integrated her and Target into the broadcast, capturing it all as a fully realized music video in front of 25 million viewers.
Without being an official sponsor, the performance became one of the most talked-about moments of the night—and cemented Target as a cultural leader.
Director: Sophie Muller
Awards
Cannes Lions • Silver • Entertainment
Cannes Lions • Bronze • Film Craft
Cannes Lions • Bronze • Media
Cannes Lions • Bronze • Branded Content
One Show • Bronze • Music Video
One Show • Bronze • Innovation in Film
One Show • Bronze • Broadcast
Effie Finalist • Branded Content
Effie Finalist • Entertainment & Sports
AICP • Best Art Direction
AICP • Best Production
Look Mom, I made Jeopardy.
