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Last month, in advance of the Thanksgiving weekend, Target rolled out a Black Friday campaign from Wieden + Kennedy that I found plenty strange, involving a crazy blonde lady. But at least it was forward-moving and energetic. This latest holiday work is pretty grim.
It makes me think of bad linoleum and clinical depression, and really, neither is much of a doorbuster. (Is Target wishing us a very Prozac Christmas? A Lexapro Kwanzaakah?)
What’s going on here, strategy-wise? Am I missing something?
Sure, I can appreciate that Wieden, Target’s new agency, wanted to break away from all the expected holiday chestnuts.
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