Ad of the Day: Target

The retailer gets its superhero on with a 'Spider-Man' spot from 72andsunny

It can be hard for audiences to keep up with all the superhero movies and their various sequels and prequels. But marketers have no such trouble—they leap tall buildings in a single bound for a chance to siphon equity from any and all blockbuster superhero films.

This year, Target has been one of the giddiest superfans. For The Avengers, the retailer commissioned an impressive campaign from Wieden + Kennedy (its outgoing lead agency) that notably featured some wonderful print ads in which Avengers characters were constructed out of ordinary Target products (candy, pencils, balls, etc.). Now, Target is jumping on the bandwagon for The Amazing Spider-Man—the upcoming reboot, opening July 3, of Sam Raimi's Spider-Man films. An intricate web of product tie-ins is being spun for the film—everyone from Hardee's/Carl's Jr. to OPI nail polish wants in. And Target, working with Marvel, is right there with a keen Spidey sense and loads of branded merchandise.

The spot below, from 72andsunny—one of many agencies Target has called on since announcing its split from W+K—will debut in-theaters on June 15 prior to G- and PG-rated moves. It's fairly boilerplate, though it's entertaining enough, with decent effects and a sly, inclusive humor—its back-to-school vibe might be called pre-teen aspirational—that will surely move plenty of product.

Superheroes are irresistible vehicles for retailers, and this new film surely won't disappoint marketers in that regard. Check out a preview of the movie below, and for a rundown of the film's own supercharged viral marketing, click here.


Client: Target

Agency: 72andSunny

CCO/Founder/Executive Creative Director: Glenn Cole

Creative Director/Writer: Tim Wolfe

Creative Director/Designer: Bekah Sirrine

Designer: Vincent Barretto

Writer: Jack Jensen

Director of Film Production: Sam Baerwald

Senior Film Producer: Danielle Tarris

Brand Director: Elisa Silva

Business Affairs Manager: Gloria Anderson

Business Affairs Coordinator: Michael Moronez

Editorial: Cut + Run

Jay Nelson: Editor

Isaac Chen: Assistant Editor

Carr Schilling: EP

Christie Price: Head of Production

Production Company: Pretty Bird

Director: Paul Hunter

Executive Producer: Ali Brown

Line Producer: William Green

Production Designer: Chelsea Oliver

DP: Don Davis

Music company: Elias Arts

Creative director: Dave Gold

Composer: Chris Kemp

EP: Ann Haugen

Music producer: Kiki Martinez

Sound Design: Elias Arts

Sound Designer: Jay Nierenberg

Creative director: Dave Gold

EP: Ann Haugen

Producer: Kiki Martinez

FX Studio: a52

VFX Supervisor: Patrick Murphy

Lead Flame Artist: Andy Mckenna

Flame Artists: Andy Mckenna, David Parker

Lead CG Artists: Kirk Shintani, Ian Ruhfas

CG Artists: Kirk Shintani, Ian Ruhfas, Erin Clarke

Rigger: Adam Carter

CG Animators: Lindsey Butterworth, Cody Woodard

a52 Colorist: Paul Yacono

Producer: Heather Johann

Executive Producer: Jennifer Sofio Hall, Luisa Murray

Mix Studio: PLAY

Mixer: John Bolen