Even television viewers accustomed to ad-skipping have doubtless caught the latest Target commercial promoting Justin Timberlake’s third album, “The 20/20 Experience."
A new online video takes viewers behind the scenes, showing the candid -- by that we mean, excited to the point of tears -- reactions of the 20 JT fans drafted to perform his newly released single “Mirrors.”
The amateur performers thought they were on stage to sing the song, but had no idea they would meet the pop music icon.
Among the hot trending videos on YouTube, “JT Superfans (Behind The Scenes)” takes viewers backstage to listen to interviews with the fans donning costumes, talking about their admiration for Timberlake and the thrill of singing his new song in front of the cameras, and rehearsing.
As the performers break into their occasionally pitchy renditions of the song, Timberlake surprises the singers on stage -- as the camera captures the fans’ reactions.
Aside from its charming appeal, the YouTube video illustrates how brands can break through the online clutter when their messages have entertainment value.