The Why: As back-to-school season seems to come earlier and earlier every year, with retailers offering deep discounts for commonly needed supplies, stores need a way to position themselves as a “must-visit” during the busy shopping season.
The Who: The “school teachers” in the commercials address parents directly, and as they air during prime time, that’s likely the case. However, if you dig a little deeper into the comments section on Target’s YouTube channel, you find that many kids are seeing the ads as well.
The What: According to Target’s agency, Wieden + Kennedy,
“It’s all about the list.
It arrives in the mail, usually sometime in July, and foreshadows the end of a summer that most kids would tell you has barely even begun. It’s detailed and seems to get longer every year: pencils, notebooks, markers, and more. In this television campaign, director Wayne McClammy introduces America to four unique and memorable characters. They’re enthusiastic and dedicated, and in each spot, they introduce the viewer to the real star of the campaign-the long, scrolling list of school supplies.”
If the goal was to get across to consumers that Target could meet all their back-to-school-list needs and land the retailer a spot on shoppers’ must-visit lists, I think these ads communicated the message very well.