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Color Changes Everything

March 9, 2012

By Bill Duggan, Group EVP, ANA

I love the new Target "Color Changes Everything" campaign. The advertising is fresh and memorable. It communicates a clear benefit-get this-without a single spoken word of English in the advertising. Watch it here.

I'd love to see the creative brief that led to this work. Clearly, the client wasn't asking for a laundry list of benefits and support points to be shoe horned into the advertising. There's been a lot of chatter in the industry lately about the poor state of creative briefs. In Target's case, a simple brief helped lead to simply outstanding work.

Here's how good the advertising is - yesterday I saw a 30-second execution and was actually disappointed that it wasn't the 60! It's hard to remember the last time I saw a commercial and wished it was longer.

Kudos to Target and its agency!

 

 

 

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