The Spot: Buying Target's Story

The retailer shows off its fall fashions in a romcom film that's fully shoppable

IDEA: Attracted to each other but still seeing other people, online video content and commerce are the bumbling main characters in their own romantic comedy. They've flirted for years, and you know they'll get together eventually, but it's taking them forever to figure it out. It's fitting, then, that Target settled on a romcom plot for its first fully shoppable film, "Falling for You," showing off its fall fashions. Working with ad agency Space150, Target brought in Hollywood talent for the 12-minute episodic film, which stars Kristen Bell (Forgetting Sarah Marshall), Zachary Abel (Make It or Break It) and Nia Long (Big Momma's House) and was directed by Phil Abraham, who won an Emmy for cinematography on Mad Men and has directed 11 episodes of the AMC drama. For Target, the shopping technology is just as crucial as the story—and while the plot won't win any awards for originality, it claims to be the first shoppable video that doesn't make you pause the film to buy. "We talked about how, when we're watching a movie, we're always upset because we don't know where to purchase the items seen in it," said Target spokesman Evan Miller. "So, we decided to offer our guests that very option."