The holidays are the biggest time of year for Target. But after a rough 2013 (no one wants a security breach for Chiristmas), Target wanted to go back to it's iconic roots and bring back the visceral, kid-like fun of Christmas.
So we played with too many toys and got jacked on candy canes, then we found our sweet spot somewhere between pop art and old Looney Tunes cartoons.
To add to the weird holiday fun, each spot features a unique mix of the song "A Marshmallow World," performed by Karen O.
Target CMO Jeff Jones noted that the campaign, "Changed our history", inspiring a huge spike in sales and marking the revival of fun for the Target brand.
We kicked off the holiday season with a launch spot that literally went down the rabbit hole into a holiday world where toys are kid-size, dogs have tea parties and candy makes you shrink. The launch spot was followed 11 unique spots — all highlighting the biggest holiday products.
Alice in Marshmallow Land :60 from adam szajgin on Vimeo.
Target Holiday - Wish :15 from adam szajgin on Vimeo.
Target Holiday 2014 Half Full from adam szajgin on Vimeo.
Target Holiday 2014 Whatdya Get? from adam szajgin on Vimeo.
Target Holiday - Nice :15 from adam szajgin on Vimeo.