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What Is The Song In The Target 'What We Value Most' Commercial?

Once again, Target is a trendsetter. No, it's not because the big box store has rolled out a must-have product. Instead, it's because the company released a commercial earlier in the summer that features a very catchy song. Like, so catchy that it's worthy of staying at the top of your Spotify playlist for the rest of the year. The song in question is featured in the commercial "What We Value Most, Shouldn't Cost More." Luckily, you can watch the commercial now on YouTube

The commercial brings together an inclusive array of everyday folks who are all shown doing activities that they value most. For one family, it's cuddling their newborn after a bath. For a group of plus-size friends, it's taking a liberating seaside run. For a young female entrepreneur, it's putting her focus on her line of sunscreen for Black skin. For a few other families, spending valuable time together looks like doing yoga together or eating outside. As we watch the commercial unfold, a voiceover says, "What we value most should be held in our hands. A trust that fuels us to know exactly where we stand. When the care we give back shows up in everything we do and we become the good we can't afford to lose. There's power in our purpose to reach higher than before. What we value most, shouldn't cost more."

So, who exactly is behind the very catchy song in the Target "What We Value Most" commercial?

This Target commercial features a song from a band you should know about

The song featured in Target's "What We Value Most" commercial is a powerful yet mellow track titled "Colors" by Black Pumas. Now is the perfect time to get properly acquainted with Black Pumas, the Austin, Texas-based band whose star has been rapidly rising in recent years. Black Pumas released their self-titled debut album back in 2019. Following the album's release, the band was nominated at the 2019 Grammys for Best New Artist, an award that ultimately went to Billie Eilish. 

However, the Black Pumas story doesn't end there, friends. "Colors" has kept the band on the radio airwaves and top music charts since it was released as a single back in 2019. The powerful soul/R&B jam got its own music video (via YouTube) in November 2019 and, to date, that clip has been viewed over 7.8 million times. Nearly two years after "Colors" was released, the band performed the song as part of President Joe Biden's Inauguration Day concert. Now, we can hear "Colors" every time we turn on our televisions and come across Target's "What We Value Most" commercial.