Target Bets Big On 4-Minute Grammys Ad With Gwen Stefani
By: Phil Wahba
The retailer wants to outdo its 2015 Imagine Dragons ad.
Last year, Target TGT 2.79% shook things up in the world of advertising by opting for a four-minute live performance-as-commercial by rock group Imagine Dragons during the Grammys rather than eight, 30-second spots. It was the first ever live commercial in the broadcast’s history.
This year, the discount retailer is trying to do one better with “the first music video ever created on live television” with singer Gwen Stefani.