150 Reasons to Mourn Target and Wieden + Kennedy's Split

Target's unexpected split with Wieden + Kennedy ends one of the most fruitful creative advertising partnerships of recent years. The pair produced a seemingly endless string of wonderful slice-of-life spots. In particular, they used the 15-second format to great effect—so they could tell more stories and have each one elegantly focused on a single product. In an August interview with Adweek, Will Setliff, Target's vp of marketing, said of the 15-second campaign: "What's beautiful about this work is that it takes a lot of the humanity that's within the brand and expresses it through the situations our customers are in.