Dear TARGET: I Wrote You a New Ad Campaign
(article originally appeared on LinkedIn accumulating over 23k views, 500 likes, 230-something comments, and over 2,000 social shares. I wanted to also share it with the Medium community)
It pained me to pick up the Wall Street Journal this morning and read that on Wednesday you reported a 62% drop in earnings for the fiscal second quarter. Ouch! But this is nothing new for you is it?
I want to help though.
You probably don’t remember me, but I remember you. You were my first employer. You taught me how to push carts, slide credit cards, and restock shelves.
But our relationship didn’t stop there. As my sister and I went to college together, it became our Sunday morning tradition to read your weekly ad together as we drank our Starbucks’ americanos.
So you can see, I want you to succeed, I really do. But honestly it’s been hard for me to support you these last few years due to the advertising campaigns you’ve been choosing to run. I’m sorry but I don’t relate to abstract poses, shiny pants, and an overkill of bright colors (see below for example).
On top of this, and again, I hate to be the one to have to say this, but your tried and true slogan of, “Expect More. Pay Less,” is burnt out. It’s been on repeat and no longer means anything to anyone.
As I read about your struggles and how much of it you try to blame on either consumer behavior or your botched effort to expand into Canada, I knew I needed to do whatever I could to help.
So, Target, I decided to write you a new ad campaign. It’s called, “Here when you need us.” I believe it’s the direction you need to take your brand.
When I have thought fondly of you in the past, It’s been because of your ability to get me the things I need, when I need them, in an environment that is comfortable enough that I’m not in a huge hurry to get out of there. I will never center my life around you, and I will never dance in target pants on my red grass lawn, but I am willing to give you another chance. However, I need to know that you’re there for me too.
And so without further delay, here’s the storyboard for the first commercial. Let me know what you think, Derek.
I hope you liked it Target!
The whole point is that you will never be the center of our lives, but you can support us as we have those busy days and important moments. The reminder for us as consumers is that we do need support in order to pull these important moments off, and Target can be that one place we go to get it done.
You can then expand the campaign to include a commercial around a daughter’s first date and her and her mother preparing for that, and another one telling a story about the first day of school.
Target, I wish you all the best and I do hope we are able to stay better in touch.
Sincerely yours, Derek