Sweet Acceptance: Target Warms Hearts With College Admission Clips

Retailer touts $1 billion education pledge

Here's one of the more compelling YouTube montage ads we've seen. Target and Deutsch LA string together clips of college applicants' reactions to the news they’ve been accepted. It's a simple concept illustrated well with powerful, heart-warming moments. As the copy pretty well sums up: "Every kid deserves this moment. Great schools can get them here." The collegiate focus works well for Target, and not just because the retailer is known for its abundant stock of school supplies and dorm decor. Target has also committed to doubling its $500 million in donatons to K-12 educational causes over the coming years, in part by awarding gift cards to local schools through a Facebook voting competition.  As an aside, the commercial, which first aired during the Olympics, shares its basic idea—and at least one of its shots—with a recent online ad for the University of California system. The similarities are just a coincidence, per a Deutsch spokesperson, who said the agency had wrapped its commercial by the time UC's launched. Regardless, Target packages the message a lot more tightly. Credits after the jump

Client: Target

Agency: Deutsch LA

Chief Creative Officer: Mark Hunter

Group Creative Director: Karen Costello

Creative Director: Scott Hidinger

Creative Director: Jeff Bossin

Senior Art Director: Sara Oakley

Senior Copywriter: Melissa Langston-Wood

Director of Integrated Production: Vic Palumbo

Director of Broadcast Production: Victoria Guenier

Senior Producer: Eva Ellis

Associate Producer: Jamie Gartner

Editing: Arcade Editorial

Editor: Kim Bica

Assistant Editor(s): Pete D’Andrea

Producer: Amburr Farls

Post-Production: Method

Lead Flame Artist:  Claus Hansen

Flame Assistant: Krysten Richardson

Junior Flame Artist: Cary Welton

Executive Producer: Robert Owens

Producer: Ananda Reavis

Mixer:  Mark Meyuhas

Assistant Mixer: Matt Miller