Another day, another holiday 2013 commercial. Our latest entry comes from 72andSunny for Target, which never fails to put a trendy spin on even the most mundane activities. (Seriously, these guys managed to make scooping mayo out of a jar look like the coolest thing ever.) Now, for the umpteenth year in a row, the most wonderful time of the year is getting the full Target treatment—in a campaign themed "My kind of holiday."
You see, regular old Christmas (or Hanukkah or Kwanzaa or Solstice or whatever you're into, apologies to Sarah Palin) doesn't cut it anymore. Think you can just spend hours in the kitchen cooking up a delicious turkey dinner for 12 and call it a day? Nope. If you don't post a perfectly filtered photo of that roasted fowl to Instagram (and Facebook and Tumblr and Snapchat, and maybe even Google+, just to be safe), it didn't exist. Planning to send a bunch of Hallmark Christmas cards this year? How quaint! Better idea: Spend your entire weekend producing a stop-motion holiday video extravaganza to share with the family on Vine.
While traditionalists may balk at the idea of "ninjabread men"—and hopefully everyone will shake their heads at a bunch of overly excited millennials doing "carol-oke"—chances are someone at your holiday table really will be Instagramming their yule log this year, or Vine-ing the Christmas morning rush. So don't fight it; embrace it—preferably by replacing your loved ones with attractive young actors wearing colorful sweaters.
Production Company: Partizan
Director: Augustus Punch
DP: DP Jess Hall
Grade: Mark Gethin, Ricky Gausis
VFX Supervisor: Rod Hodgson
VFX Lead: Elad Offer