Hill, Holliday Targets Teens For Marshalls

Hill, Holliday, Connors, Cosmopulos last week unveiled a TV push for Marshalls designed to target teens.

The Boston shop employs a youthful, music video feel in an effort to appeal to a younger audience, rather than their parents, for the back-to-school season.

One 30-second commercial titled “Simply Striking” features quick edits of teens in a neon-lit bowling alley, wearing clothes they purchased at Marshalls. The client’s familiar tagline “What will you find this time” is heard as the refrain to a danceable techno jingle that plays throughout. Two additional similarly themed executions will break in September. Marshalls, a unit of TJX Cos., spends more than $25 million on ads per year, according CMR.