Over the years, Target has received lots of attention for their stylish (and stylized) advertising, but I haven't read much about the their "Brand New Day" campaign.
To catchy, upbeat music that I wasn't initially certain was a new composition or an adaptation of some pop tune by some hip but obscure musician (it's the latter, I've since discovered), Target has found a appealing way to push "back to the basics" as well as "beyond the basics" -- by framing the money spent with them as alternative to other family budget cutbacks.
No feeling of deprivation or the bland appeal of common-sense shopping here. Target makes the idea of economizing actually seem like an improvement in your life and relationships.
Putting a happy face on a recession. I don't know what its ultimate effect on sales will be, but that alone is an advertising feat worth recognizing.
Labels: Commercials, Creativity