Wieden + Kennedy Doesn’t Do Drive-To-Retail, Not Even For Target




Who are these ads speaking to? Seriously, I’d like to know.
Technically speaking, the spots are well made. My problem is with the strategy. I don’t see Target shoppers connecting with these spots, and I don’t understand the need to remind Target shoppers what products are available in the store, particularly when the products in question are merely theater props. This feels like just another “clever for clever’s sake” campaign, and who does that serve? Not the client. And not the client’s customers.

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About David Burn

Native Nebraskan seeking the perfect pale ale in the Pacific Northwest. Copywriter and brand strategist at Bonehook. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.

  • http://copyranter.blogspot.com/ copyranter

    I think they’re just trying to sell the experience of shopping at Target, that it’s fun, compared to other box stores. But will they work, yeah, I don’t know.