Whilst many might consider the Grammys to be little more than a back-slapping exercise for the US recording industry's biggest money-makers that celebrates numbers sold over genuine artistry (much like our own Brit Awards), it can't be denied the ceremony itself is something of a good old fashioned spectacle. Unlike the Brits, which appears to be downsizing its ambitions year after year as the music industry itself does likewise, the Grammys is a global event that demands the attentions of millions of users worldwide and sparks the fingers of countless tweeters. Whilst the winners at this year's event were so predictable the bookmakers probably fell asleep, one thing that really took us by surprise was the dazzling 'Live' music video created by Deutsch for their client Target, the US discount retailer. Featuring No Doubt front-woman and seemingly ageless fashion icon Gwen Stefani, this was the first music video ever created on live television, and featured the national broadcast debut of the singers new solo single “Make Me Like You.”
Deutsch created the entire effort from the idea to production and execution, which included producing the commercial in partnership with production company Wondros, Grammy winning music video director Sophie Muller, and the combined talents of 250 crew members! Deutsch also partnered with Target’s team to get Gwen on board with the idea, though given the unprecedented nature of the event, we doubt it took much convincing! Building on the brands history of creating original musical moments, the live music experience took viewers through multiple sets and costume changes in real time, and featured neat little Easter Eggs for fans of the singer and the brand to find.
Gwen Stefani – Make Me Like You
During the live television broadcast, fans were also able to watch a unique second view of the experience through Periscope, Facebook Live and Snapchat. Target also invited social influencers Todrick Hall and Meg DeAngelis to help reach even more guests and share behind-the-scenes content before, during and after the shoot. The social media celebrities also have cameo roles in the video. This bold and surprisingly accomplished (given the makeshift nature of the concept) video is just the first part of Targets partnership with Gwen Stefani, with the brand offering four bonus tracks (“Rocket Ship,” “Getting Warmer,” “Obsessed” and “Splash”) and exclusive cover art on its deluxe edition of the singers upcoming new album “This is What the Truth Feels Like,” which will be released March 18th.
Whilst the video itself is unprecedented, of course, this is hardly the first time the Target brand has aligned itself with the Grammys telecast, indeed, Target’s history of creating unexpected, buzz-worthy moments during the show has become something of of tradition. The brand has delivered fun and surprising moments during the Grammys’ telecast as a broadcast sponsor for the past 15 years, from unveiling partnerships with Imagine Dragons to Justin Timberlake and Shakira. For our money though, this year's stunt really took the cake, with Stefani joined by over 40 performers, and undertaking seven on-camera costume changes in just under 4 minutes!
