Bang on Target with Tweet-to-Runway

How would you promote everyday products…washing powder, tea bags and shampoo for example?

Target has celebrated its everyday collection by breathing life into these mundane items. It invited fans to have their everyday message read out by models in its latest video campaign.

The result is a tongue in cheek video campaign reminiscent of the goofy advertising scenes from ‘America’s next top model’ when the girls are asked to recite a script to the camera; awkward glances, difficult pronunciation and the typically over the top model hair flick and pout.

The juxtaposition of a glamorous model holding a jar of pickles is quite funny and feels original.  The accompanying humdrum narrative of ‘I love chips but chips don’t love me’ or   ‘I just ate a roll topped with bacon bits. That’s what happens when you have free food at your disposal all day’ are simply outrageous statements to hear from these skinny minny mouths.  The videos give credit to the chosen tweeters by using their profile image and username, which scores points for goodwill and adds a customer-centric element.

But Target claims its thinking behind the campaign is to take “a category typically advertised by price points and [bring] it to a level that makes everyday routines appear glamorous.”

It’s hard to believe that this idea is simply a case of glamming up potato wedges and not a cleverly though out, ‘laugh at ourselves’ campaign.

Perhaps it’s just a British perspective on the other side of the sarcasm pond that makes these videos seem so witty.

View: Tweet to Runway