TARGET x
GWEN STEFANI

The First Ever Live Music Video
Recorded During a Commercial Break

Director: Sophie Muller

The brief for this project was tough: Stand out during the Grammys, without being apart of the actual Grammys. So we decided to do something that had never been done before. We created a 4 minute music video, LIVE during a commercial break. And not only was the performance live on TV it was also live on social with influencers live streaming and Snap-chatting the entire time.

The response was huge. Not only did we completely overshadow all other advertisers, Gwen Stefani became a global social trend for the entire night. The spot was talked about on Ellen, Jimmy Kimmel, Ryan Seacrest, Wendy Williams, and thousands of other press outlets. In total we grabbed 3 Billion total impressions (triple what Target projected) and the video, which is now the official music video for the song, has been viewed over 21 Million times since it aired.