I promise that in 2010 I will use more sources for my blogs. I promise this to you loyal readers. I know there is more out there, but Ad Freak always appeals to me. I also promise to bring up public relations more often, as I attempt to learn more about the field. These are my early resolutions to you.
And now for some holiday cheer, compliments of Target.
…awkward, uncomfortable, unsettled, nervous, just plain uneasy… do you commonly associate these words with the holiday season? I do not, but someone thinks that it is a good way to set Target into people’s minds this time of year. Target’s new ad campaign is anything, but expected. This might be due in part to a new agency handling their advertising.
I will admit, Target’s advertising has never really stood out to me… it was usually a lot of products and people dancing across the screen with music set in the background (most notably to me, the “When you say goodbye, I say hello” track). It got to the point where I could not tell the difference between Target, JC Penney, Kohl’s, and even Sears was getting in on the picture. Target ads were easy to identify, until everyone else started doing the same thing. The first time I noticed Target breaking out of the mold was with their Thanksgiving ads.
It was weird, it was freaky, it was so, very, not the Target we had come to know and love. Did we like it? It was kind of amusing, but mostly, creepy. The ads bothered me, but I still shop at Target. And then the Christmas season is upon us, and the agency gives us even more strange holiday ads… featuring things like the unwanted gift, the idea of thinking someone spent too much on you, holiday envy, Santa needing help, etc. These are all common holiday things, but Target twisted it into a new, strange thing.
The Target Holiday 09 campaign is built upon a single, simple truth–the products you buy at Target are of such high quality that people naturally assume you’ve spent more on them that you did. Target helps Mom and Dad be holiday heroes, without having to compromise expectations or feel guilty for spending more than they should.
Oh, is that what they were trying to do…? I think they missed the “Target.” It seemed more like they were supporting the idea of parents being angry at each other for spending too much money and creating awkward situations for the kids, neighbors disliking you for all the money you have, buying your girlfriend something that is too expensive, etc. I did find the spot with the kids recording their dad amusing because it reminded me of something that might happen on Christmas morning.
I can see now what the agency was trying to do, inform people that Target has low prices on great stuff and it might fool others just how great the deals are. Although it did make the ads stand out to me, I was not necessarily pleased with the effect. However, anything is better than the Gap holiday ads.
What do you think? Questions and comments are welcome. Be sure to follow us on Twitter for the latest updates.
I’ll be back next week with the best ads of 2009 and what to expect from the industry in 2010. I wish you and yours very happy holidays!