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Target's Adele Grammy ad rolls into the deep

Posted by: under Retail, Target Updated: February 13, 2012 - 2:56 PM

Adele was the undisputed winner of last night's Grammy Awards telecast, taking home six trophies for her sophomore effort, "21," including Album of the Year, Record of the Year, and Song of the Year.

But Adele didn't even need to sing her own songs to generate positive word of mouth. It was just that kind of night for the British superstar.

Immediately after Adele performed her hit "Rolling in the Deep," CBS aired a commercial from Minneapolis-based Target Corp. plugging its exclusive version of "21."

Take a look:

Led by 11-year-old Denise, the singers are from Staten Island's famed P.S. 122 chorus. The kids' rendition eventually gives way to Adele's voice before the commercial closes with the tagline: "Fans who know Adele best know the best place to buy the album."

Nice touch Target.

Composed of 60 to 70 fifth and sixth graders, the P.S.22 chorus has performed everywhere from "Good Morning America" to last year's Academy Awards.

Target first noticed the group when they appeared on YouTube performing the song in April 2011. The video has since attracted over 1 million views, a number likely to grow because of the Target commercial.

 

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