Hill, Holliday Targets Teens for Marshalls

BOSTON — Hill, Holliday, Connors, Cosmopulos has unveiled an 8-week TV push for Marshalls designed to target teens, marking the first time of late the agency has actively gone after that segment for the discount retailer.

Spots retain the tag “What will you find this time?,” which was first used by the Boston agency in Marshalls ads in 2000. The latest spots, however, employ a youthful, music video feel in an effort to appeal to a younger audience. Recent commercial efforts for the back-to-school season had targeted kids’ parents.

One 30-second spot made its debut Wednesday night on MTV and during various prime time shows. Titled “Simply Striking,” the spot features quick edits of teens at a neon-lit bowling alley, wearing clothes they purchased at Marshalls. “What will you find this time?” is heard as the refrain to a danceable techno jingle that plays throughout.

Two other similarly themed executions will break in September.

Marshalls, a unit of TJX Cos., spends more than $25 million on ads per year, according to CMR.