College Try for Target

NEW YORK Like them or not, Target ads have a way of sticking in your brain, and this new spot from Wieden + Kennedy, Portland, Ore., is no exception. It’s back-to-school season, and this commercial finds students decorating their dorm rooms in briskly choreographed sequences punctuated by an annoyingly infectious pop tune. The spot begins with a sparsely furnished room, but the teens waste no time adding that special Target touch. First comes an audio-inspired theme for one student—with his bed set into a wall above copious electronic equipment. There’s also a wilderness motif and a “sky room” with clouds and a rainbow. The ad ends with the line, “Brave new dorm.”

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