Target Ad a Bulls Eye.

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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!