There is a Target spot running on the Olympics showing high school seniors opening up their college acceptance letters. It is riveting. Had I to do it all over again, I would have studied harder so as to live that letter opening moment.
I don’t remember the casting or any individual kid in the spot; I do remember the excitement and raw jubilation in each performance. Back to school ads hit August first or thereabout and typically are a bummer. Muscle memory for back to school is the antithesis of that for the words “snow day.”
One of the best back to school ads I have seen was from Staples, I believe, and showed the over the top excitement of a mother packing her shopping cart with supplies, dancing and grinning through the store knowing the little treasures were going back to school. Funny yes. Engaging yes. It did not hold a candle to the Target spot; a spot so pregnant with possibility, aspiration and energy it almost made me smile out loud (SOL). The target spot was about a celebration that should tie parents and kids to the Target brand. Even subliminally.
This is an ad, yet it has the power and depth to be a brand idea. Great work Target. You learned a lot from Wieden+Kennedy. Good on you. Peace!