Target Grammys

Target wanted to get people talking about the brand during the Grammy’s broadcast. Check.

THE PROJECT

Backstage during the preparation for any award show is a frantic series of trials and errors.

Given the brand’s positioning as the go-to place for any problem, we focused exclusively on the errors. A six spots campaign was created to inspire people to talk about everyday Target products like Vitamin Water and Dramamine in what typically is a sea of fashion and entertainment advertising. Thousands of consumers applauded the campaign on social media and proved once again that Americans love a good meltdown.

Focus

Wig

Dramamine

Robe

 

Behind the scenes

Deep inside a soundstage in L.A.

1/5

“That Target ad was better than the Lady Gaga performance”

Charlie Wollborg @CharlieCurve

“These Target ads they’ve been playing during the Grammys are better than anything from the Super Bowl”

Adam Kress @Kressonbusiness

Created while at Wieden + Kennedy

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