Making budget department store shopping feel good with “groovy” pop art visuals, and a pop song anthem. Now there’s an idea, eh BWM?
When Target launched its spring campaign last week with a TVC called Groove is in the Heart, Perez Hilton wrote:
“Best commercial ever? Maybe!
“Charli XCX not only did a cover of Deee-Lite‘s Groove Is in the Heart, but she did it for a commercial!
A Target commercial!”
MTV wrote: “The cover aired in a Target commercial on last night’s epic extravaganza, SNL 40, on NBC. If you didn’t catch it then, take a listen below (or just listen again anyway, because it’s awesome).”
[SNL 40 was the 40th anniversary special for Saturday Night Live: ed]
Target’s Groove is in the Heart ad was also the 2nd most Shazamed during its launch week, 16-22 February, according to the Clios.
The ad is part of a multi-platform campaign for TargetStyle’s spring campaign.
According to Target’s chief creative officer, Todd Waterbury, in an interview with flipboard.com, TargetStyle is “a new way to express Target’s point of view on the world. It’s how we playfully celebrate the products in our style categories, in our voice, through the lens of pop culture. Seeing the world in a way that is optimistic, inclusive, timely and memorable is seeing the world Target Style.”
And the thinking behind the ad is: “Right away, I want this to make you smile. I love the surprise of seeing this little girl in a polka dot trench rocking big shades and a big orange bag with big girl swagger, just as the beat comes in and Charli XCX kicks it off…
“….Music has always been core to the Target brand. We love it when we can create work that our guests want to share, and music is an essential part of that. There is such an infectious and optimistic quality to this song.”
The ad wears the traditional Target tagline: Expect more. Pay Less.
It used the talents (and fan bases) of Charli XCX and producer, Questlove, from The Roots and hip hop artist, Black Thought, to cover what was a dance anthem in 1990.
And credits two agencies – Deutsch Inc (No. 2 on Ad Age’s 2015 Agency A-List) and Mother New York.
Gosh it’s like this BWM ad from March 2013:
…and this one:
