The Spot: Target's Short Stories

Wieden + Kennedy crafts a huge mosaic of slice-of-life commercials, 15 seconds and one product at a time

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GENESIS: Target wanted to highlight its wide variety of products through charming slice-of-life stories about when its customers need them the most. Wieden + Kennedy went with 15-second spots instead of :30s, so it could tell more stories and have each one elegantly focused on a single product.

The structure: nine seconds of plot; a one-second reveal (with a ding sound, like a lightbulb going off) when a product resolves the tension; and five seconds of outtro music, as the bull's-eye logo swipes over a pair of taglines, "Life's a moving target" and "Expect more.

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