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

February 1, 2010 By 1 Comment




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

I wrote my first ad for a local political candidate when I was 17 (she went on to win her race, and I felt the power of persuasive copy for the first time). Today, I live near Portland, Oregon and spend my days building brands for companies that matter.

  • 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.