Darth Vader, Heidi Klum, a rooster … all of these characters and more are waiting by the phone in Mother’s first Target ad, breaking today on spot and cable TV and touting the Minneapolis-based chain’s wake-up call service. Target.com/wakeup, which went live last week, allows viewers to sign up for a wake-up call from one of 10 characters—real (Cheech Marin) and fake (a “heartbreaker”)—on Nov. 26 and 27, the dates of Target’s post-Thanksgiving sale. The TV spot, directed by Hank Perlman of Hungry Man, features the “Wake-Up Call Center,” where a woman describes the service and introduces the operators. John Remington, Target’s vp of marketing, declined to say whether the company would continue to work with Mother, though he praised the New York agency for its “collaborative effort and creative energy.” Target spent about $430 million on advertising in 2003, according to TNS Media Intelligence/CMR.
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