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.
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."
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.