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.
Behind the scenes
Deep inside a soundstage in L.A.
“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