Deutsch L.A. Wants You to ‘Bring Your Rey Game’ to Target’s Force Friday II Event

By Erik Oster 

Back in 2015, Deutsch L.A. worked with Target to create the Share the Force fan site ahead of the December 18 release of Star Wars: Episode VII — The Force Awakens. Now with the release of Star Wars: Episode VIII – The Last Jedi scheduled for December 15, the agency has launched a new spot promoting the retail chain’s Force Friday II event on September 1, when The Last Jedi merchandise is first made available.

The 30-second spot calls on viewers to “Bring Your Rey Game,” a reference, of course, to the female lead of The Force Awakens, as played by Daisy Ridley. It shows a series of fans of all ages channeling the character, set to Sia‘s “Unstoppable.”

The spot concludes with the tagline, followed by the hashtag “#ShareTheForce,” once again using the phrase to call on fans to share their Star Wars memories. It’s an early entry in what will surely be a long, hype-filled build up to the film’s December release. The campaign also includes digital display and social media components ahead of Force Friday, which will see the retail chain stage midnight events featuring activities and giveaways at over 500 locations.

We can expect more work from Deutsch L.A. for Target in the coming months. Back in April, Target confirmed that it had awarded its holiday work to the agency after ending its relationship with 72andSunny over unspecified conflicts (eBay selected 72andSunny as its lead global creative agency the month prior).
Chief Creative Officer: Todd Waterbury
Vice President, Creative: Scott Swartz
Creative Director: Pete Malony
Director, Brand & Category Marketing: Gaye Dean
Manager, Brand & Category Marketing: Erin Purdy
Lead Integrated Media Producer: Elizabeth Ryan
Manager, Media Strategy: Carrie Dahl


Deutsch Credits and Titles:
Creative Credits:
Chief Creative Officer, North America: Pete Favat
Executive Creative Director: Janet Higdon
Creative Director: Chris MacNeil
Creative Director: Sara Oakley
Senior Copywriter: Kacey Coburn
Senior Art Director: Mel Riggs
Director of Integrated Production: Vic Palumbo
Executive Integrated Producer: Mary Ellen Duggan
Integrated Producer: Alex Saevitz
Music Supervisor: Eryk Rich
Music Producer: Chase Butters
Music Coordinator: Dez Davis

Account Management Credits:
Group Account Director: Chris Carter
Account Director: Pari Boorer
Account Supervisor: Monica Tobin
Account Executive: Joe Guldan

Account Planning:
Strategy Director: Abbey Dethlefs
Senior Digital Strategist: Eli Kallison

Business Affairs:
Director of Integrated Business Affairs: Abilino Guillermo
· Group Director Integrated Business Affairs: Gabriela Farias
· Executive Business Affairs Manager: Jimmy Gutierrez
· Business Affairs (freelance): Margherite Vetrano

CEO, North America: Mike Sheldon
President, Los Angeles: Kim Getty

Live Action Production Company
N/A – comprised entirely of existing UGC / licensed stock footage

Editorial Company
Senior Editor: Ian Paxton
Junior Editor: Carli Bonillo
Head of Production: Ted Markovic
Executive Post Producer: Avi Walsky

Motion Design Director: Dennis Kang
Motion Designers: Matthew McLelland and Robert Uncles

Director of Visual Effects: Austin Meyers
Compositing Supervisor: Blake Lloyd
Compositors: Jonathan Thompson, DJ Becerral, and Martin Rosales

Licensed Music, Credits and Track Info:

Track: “Unstoppable”
Performed by: Sia

Publishing: Sony ATV/BMG
Label: RCA

Mixer: Drake Dixon