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Martin Moylan

Target sponsoring 4-minute live video ad featuring Stefani during Grammys

Gwen Stefani
Target is sponsoring a four-minute live video by Gwen Stefani during The Grammy Awards on CBS Monday night.
Richard Chapin Downs Jr. | Getty Images for Global Citizen 2015

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Target will combine entertainment with advertising Monday, as the retailer sponsors a four-minute live video performance by Gwen Stefani during The Grammy Awards on CBS.

The video will promote both Target and Stefani's new album.

It's an unprecedented move that capitalizes on the current vogue for live TV events. It's also somewhat of a gamble for Target, since four minutes of prime-time ad time costs millions.

Even so, Advertising Federation of Minnesota President Steve Wallace says the video will likely pack more promotional punch and generate more buzz than the typical 30- or 60-second ad. That's because of the kick social media can provide.

"Where the real value is likely going to come is in the sharability of it," he said. "If it's good — and, you know, Target puts out good work — it's going to get shared."

The production will become the official music video for Stefani's new song, "Make Me Like You."

Target isn't saying how the retailer will be featured in the production.