Pop Culture

'The Voice' promo hypes Wild West showdown, and Pharrell's hat

In a new promo for NBC’s “The Voice,” country superstar Blake Shelton seems to be in his element for a Wild West-themed showdown with fellow coaches Pharrell Williams, Gwen Stefani and Adam Levine.

For the behind-the-scenes video “The Voice: The Making of The Standoff,” the coaches are headed to a set of the Old West, where Shelton feels right at home.

“We pulled into this old Western town,” says Shelton, returning for his seventh season. “I said, ‘Man, now you’re in my world.’”

Also returning for a seventh season is Levine, who brings some swagger to the set of the promo. The Maroon 5 front man touts his prowess with “The Voice’s” deadliest weapon: the button that’s attached to the show’s famous red swivel chairs.

“I play kind of a Clint Eastwood type, but tougher — with a button instead of a gun,” Levine says.

The chapeau-clad Williams, who joins Stefani as first-time “Voice” coaches this season, drops his “Happy” persona to offer some gravitas.

“It’s a showdown,” he says. “It’s like a Mexican standoff.”

Although Shelton makes the requisite joke about Pharrell’s “full-on Arby’s cowboy hat,” his sites appear to be set squarely on Levine.

“I haven’t had a chance to see what Adam’s wearing yet,” Shelton says. “But if there’s anybody who likes to play dress-up, it’s Adam.”

Levine recalls the story differently, claiming, “Blake, actually, was the one who confronted me about how he dresses up at home: in various different feminine outfits.”

But who would win in the more traditional type of Wild West standoff?

“I think Blake would have to win,” Stefani says, “because he’s a real cowboy, right?”

Shelton admits he might be a bit distracted if he were dueling No Doubt's leading lady.

“When I’m staring down with Gwen, I’m just actually checking her out,” he adds, “and next thing you know, she’ll draw and shoot me.”

But host Carson Daly gets the last word, referencing classic Western cinema as he sizes up the coaches: “What is this? ‘The Good, The Bad, The Ugly,’ and Gwen Stefani?”

“The Voice” premieres Sept. 22 at 8 p.m. on NBC.

Follow TODAY.com writer Chris Serico on Twitter.