Justin Timberlake Films Target Commercial at Recently Shuttered Maxwell's
Hundreds of people flooded the streets outside a New Jersey nightclub after Justin Timberlake took to social media about filming a commercial. The singer tweeted on Wednesday: "Join me & (at) Target tonight for just one song. Let's 'Take Back the Night.' First 150 get in. See you there!"
Fans jammed the street outside Maxwell's in Hoboken, and police used loudspeakers to control the crowd. Timberlake performed his current single "Take Back The Night," which will lead "The 20/20 Experience, 2 of 2" set for release Sept. 30, including two tracks exclusive to Target — "Blindness" and "Electric Lady." "We saw an overwhelming response to Target's exclusive edition of 'The 20/20 Experience’ earlier this year," Anne Stanchfield, Target's lead music buyer and divisional merchandise manager of entertainment, said in a statement. "It became one of our top-selling albums in the past decade. Justin Timberlake is an icon, and Target's guests will be clamoring for the two bonus tracks we're offering on his latest album."
The retailer has a rich tradition of filming custom commercials with artists who release Target-exclusive editions of their albums – the past year alone has seen spots with acts like P!nk, Taylor Swift, One Direction, Josh Groban, and most recently Luke Bryan. The album-exclusive spots typically air during the week leading up to a record’s release, and can often reach media spend levels as high as $7 million to keep up with the buzz during key time periods like fourth quarter.
Timberlake has already memorably appeared in one Target commercial this year. During the Grammys, he announced the first “20/20 Experience” exclusive with a spot that upstaged his own commercial with Bud Light Platinum, which aired several minutes later during the same ad break. In a statement announcing the deal at the time, Timberlake declared he had a “history” with Target, and one that dates all the way back to 2003. That’s the year Target sponsored Timberlake’s tour with Christina Aguilera, the Justified and Stripped Tour, and a full-length exclusive compilation CD, “Justin & Christina,” that featured previously unreleased tracks from each artist. The retailer continued its relationship in 2010 by partnering with Timberlake’s fashion line William for a special target collection around the holidays.
"We knew our guests would be watching and talking about the Grammys, so we wanted to be part of the conversation by unveiling our new music partner, Justin Timberlake,” Target's Stanchfield told Billboard at the time. “Target strives to be on trend, on time. We look for unexpected ways to connect with our guests, so we were excited to unveil our partnership with Justin through the commercial and social media buzz before and after his performance.”
Maxwell’s, meanwhile, famously shut its doors in July on July 30 with a farewell performance featuring members of iconic Hoboken-area bands like Yo La Tengo and The Feelies. The Agency Group’s Christian Bernhardt told Billboard in June of the venue’s impending shuttering, “the New York area has lost a landmark venue…For me, it was the only real alternative when adding shows to a Manhattan/Brooklyn run of dates."