Ad of the Week: Target

One of the more interesting experiments, as of late, in advertising is the attempt to make traditional more conversational. It brings up the question can a TV ad truly be conversational?

While watching the finale of Lost, I saw three excellent examples of being conversational through tv. They were a series for Target by Wieden + Kennedy. They simply featured an aspect of Lost and tied it to an everyday product including this one with the smoke monster. The reason I feel it is conversational is it’s making an ad to specifically speak to a target audience of Lost fans in their visual language. Paired with their tagline “Life’s a moving Target.” it creates a meaningful link to their target that makes one feel like Target understands me. It was so successful in fact that already the next morning there was a few great Target ad spoofs including this one featuring a kiss between Kate and Sawyer.

Agency: Wieden + Kennedy

Account Manager's Portfolio

I once read an article that proposed account managers should be required to use a portfolio of work when interviewing. I agree.

Being a young creative in the industry, I see how frusturating it can be to work with an account manager that poorly interprets a clients feedback consistently or simply says yes to everything a client wants. Often the reason for this seems to be that the account manager is judged on how much new business they can get from a client and if they simply do exactly everything the client says they should, hypothetically, be rolling in the dough.

However, if they consistently give the client what they want instead of bringing the agencies expertise to the table to enhance their clients work (involving push back) the work can become stale, sales can plateau and eventually that client will find a different agency they can refresh their brand. The best campaigns out there takes a brilliant creative; but, an even smarter account manager that can sell the work and help the client understand why this move is the best for them.

If an account manager is required to show a portfolio of work they sold through to the client, an agency can quickly see if the account manager is simply a yes man or worth their weight.

Account Managers I want to work with sold these ads through:

Levi’s O’Pioneers///W+K

Nike +/// R\GA

Target’s Sign of the Times///PMH

HBO Vouyer///Big Spaceship

Skittles Pinata///TBWA

Starbust Berries & Cream///TBWA

Sprites Lymon///Crispin + Porter

Why Advertising?

Is what drives a person into a creative advertising position a failed art career, utter happenstance or something else completely?

Today during a phone interview I was asked, quite innocently, what drove me to want to be in advertising. Of the 40 or more interviews I have been on across the last two years for practice, for internships, for freelance or full-time positions, I don't think that question hit me quite the same way. I think for each person it is drastically different; but, for most it's a desire to create awesome work that is RELEVANT.

That's what drove me into Advertising. I had a business acumen that I picked up from my parents; but, was always more driven by the subjectivity and social impact of an artistic career. As a result I naturally fell in love with one of the rare career thats satisfies my love of business and creativity while pandering to my need for intense competition.

Yet all I said to them was: "When I saw this specific ad on tv it hit me oddly. I stopped what I was doing from the music, was pulled in by the visuals and was surprised at how well it delivered a message and how beautifully."

This is the ad:

Target's "Design for All"

Agency: Peterson Milla Hooks

What I Learned

What I learned the most from working at two agencies (MRM Worldwide & Campbell Mithun) is you can't go after the creative position that will pay you the most or give you the most prestige, you must go after the one that will allow you to create work you are proud of.

Even more importantly is how do you find which agency to work at that will offer you the type of creative freedom you are looking for? I found that it isn't the agency itself; but the people that work for that agency. Just because agency "x" created an awesome campaign for "y" brand last week doesn't mean the CD, AD or CW that worked on it are even still at that agency. In a way you almost have to follow the individuals that inspire you in order to have the chance to construct the career and book of work that you want.

The following are five ad pieces that have truly inspired me.

Levi's O' Pioneers

Agency: Wieden + Kennedy

Reason: A highly aspirational ad targeting the positive younger generation selling them on the concept of the brand Levi's as a steadfast company fighting for change as many americans have. The ad that was art directed beautifully and has some excellent post production.

Target's Brand New Day

Agency: Peterson Milla Hooks

Reason: A truly unique, original approach to show savings at a department store. Beautiful Art Direction & A Great Song

Apple's The Intel Chip

Agency: TBWA

Reason: A tension/excitement building ad that delivers one simple message: Macs are now coming with Intel Chips.

Johnnie Walker's Android

Agency: Bartle Bogle Hegarty

Reason: An aspirational ad that targets current consumers of Johnnie Walker and reinforces what the brand stands for: Men that keep walking. An excellent concept around the brand theme.

Famous Footwear's Make Today Famous

Agency: Campbell Mithun

Reason: The first ad to truly infuse life into a brand that has had little to no personality thus far. Excellent Art Direction & A Great Song