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Target will have a starring role in tonight’s episode of Superstore, a sitcom that’s in its third season on NBC.

The show stars America Ferrera as an employee of Cloud 9, a fictional big-box store in St. Louis, Missouri. According to Target, the retailer will play “a starring role as the employer of a former Cloud 9 employee.” Scenes for the episode were filmed inside of a real Target store in California.

The link-up between the retailer and show is part of a larger partnership that Target has with NBCUniversal. Over the holidays, Target created musical spots featuring contestants on NBC’s The Voice that aired during one of the show’s episodes.

The collaboration is part of Target’s strategy to circumvent the standard 30-second TV spot. It’s a strategy that a number of other brands have employed in recent years, including P&G and State Farm.

“To be an effective marketer, we have to be able to meet our guests where they are, and when it comes to broadcast, that can be challenging as the trend of ad-skipping increases,” said Rick Gomez, executive vice president and chief marketing officer at Target, in a statement. “We’ve seen strong results from our custom integrations, like the one we’ve created with NBCU for ‘Superstore.’"

Gomez added that collaborations like this have “proven more effective than a traditional TV spot,” especially when they’re paired with customer data.

“This approach of math and magic—what we know about today’s consumer, coupled with compelling, authentic content—is what makes Target continue to stand out,” Gomez continued. “The data validates that our guests are big fans of the show, and we think they’ll love seeing their favorite retailer as the guest star of this week’s episode.”

The link-up comes one month after NBCUniversal announced its plans to cut the number of ads in commercial breaks by 20% and decrease advertising time by 10% during original primetime shows this fall.