TARGET GOES MASH-UP FOR GRAMMY AD

Photo credit: Nick Walker

Target’s annual eye-popping commercial during the Grammy Awards will this year feature Interscope’s Zedd, Columbia Nashville’s Marren Morris and Republic’s dance duo Grey performing their new single, “The Middle.”

Interscope released the song this morning. Target will be using the song in its Spring Style campaign that starts 2/4.

As the single mixes genres—country singer with electronic artists—so, too, will the spot. Directed by Dave Meyers, the ad celebrates the Grammy show’s history of unexpected performances.

“This year, we wanted to mark the Grammys’ 60th anniversary by celebrating something really special: a one-of-a-kind mash-up that brings together two different genres through a song that many musical fans are already playing on repeat,” said Target EVP/CMO Rick Gomez.

Target’s recent commercials have featured Lil Yachty with Carly Rae Jensen, Gwen Stefani’s live video and the surprise commercial break performance by Imagine Dragons. Clearly, the folks at Target have Interscope on speed dial.