Yup, that was Lil Yachty and Carly Rae Jepsen in a 3-minute Target Grammys ad

Lil Yachty and Carly Rae Jepsen? Sure, why not!
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Some people loved it. Others were kind of bored by it.

Either way, that really long Target ad during Sunday night's Grammy Awards (which basically took up an entire commercial break) got a lot of attention.

The spot is 3 minutes long, and has Lil Yachty and Carly Rae Jepsen (OK then) doing their own version of "It Takes Two" in different Target-esque scenes. There's some cart dancing, floor cleaning, emoji pillows, Swedish fish ... just watch it, there's a lot going on.

Here's the ad:

Target in a preview said the ad required more than 150 crew members working on three sound stages, plus 7,000 Swiffers and 3,000 boxes of Bounce. It's got a behind-the-scenes video here.

The choreography was done by veteran Mandy Moore, who worked on La La Land, and the entire thing was directed by Roman Coppola (a writer for Moonrise Kingdom and producer/director on the series Mozart in the Jungle). Atlanta producer Mike WiLL Made It was also involved.

Mike WiLL was clearly happy to be part of it, based on all the retweets about it in his timeline.

Jepsen meanwhile told EW before it aired that the pitch was "too weird to say no to!"

"It was reaching from different worlds and coming together to make something that hopefully nobody would expect," she said. "It was a total blast. Yachty is a lot of fun, and Mike is incredibly talented, so the combo was unlike anything I’d done before."

Target has used this strategy before during the Grammys. Last year there was a 4-minute live music video with Gwen Stefani, and in 2015 there was a 4-minute spot with Imagine Dragons.

Obviously commercials during giant awards shows aren't cheap. Billboard estimated the Imagine Dragons ad cost $8 million, based on rates of $1 million for a 30-second spot that year. Rates for this year, we don't know. (Though the 2016 Grammys broadcast recorded the lowest ratings in seven years.)

As for Target, the company is planning a $10 million revamp of its high-profile downtown Minneapolis store, plus more work on other locations in the Twin Cities. But they're coming off a holiday period with lower-than-expected sales, and less traffic in stores than they hoped for.

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