Filming for this Justin Bieber music video began during the week of January 25, 2010, in Los Angeles during the week of the 52nd Grammy Awards, at which Bieber presented with Kesha. It was filmed at Universal CityWalk by director Ray Kay, who had previously directed videos for Beyoncé Knowles, Lady Gaga, Alexandra Burke, and Cheryl Cole, among others. Ludacris said that the video “is like a 2010 version of Michael Jackson’s “The Way You Make Me Feel”. Bieber said that the video “will capture the song’s message of trying to woo back a girl.” In explaining the concept of the video, Bieber said, “It starts off, I really like this girl, but we didn’t [get] along; we couldn’t be together. Basically I want her back and [I’m] kind of going through the whole thing. I’m chasing her around, trying to get her, and she’s kind of playing hard to get, but I’m persistent. I keep going.” The video premiered exclusively on VEVO on Friday, February 19, 2010. Singer/actress Jasmine Villegas portrays Bieber’s love interest in the video. Bieber’s friends, Young Money artists Canadian rapper Drake, and Lil Twist also appeared in the video, alongside Tinashe Kachingwe and jerkin’ crew, The Ranger$. The video takes place in a mall-like setting with a bowling alley and more. After the video was released, MTV commented on the video being the new version of “The Way You Make Me Feel” saying, “..and the choreography does use a few of Jackson’s less-suggestive moves.” The MTV review goes on saying, “most of the Justin Bieber music video takes place in the bowling alley, there are also scenes of Bieber in other settings, hanging out with Luda, doing the moonwalk, messing with his hair and mugging for the camera. Regardless of his lady’s apparent frustration with him, Bieber eventually wins her over. The video concludes with the pair walking off into the night holding hands.”
Billboard reviewed the Justin Bieber music video, saying, “Those new dance moves he’s showing off can only mean one thing: all over the world, tweens’ hearts are melting right now.” The video for “Baby” was Bieber’s first to premiere on BET’s 106 and Park, serving as the “New Joint of the Day” for February 24, 2010.