“Guitar Kid” television advertisement
“Guitar Kid” television advertisement
“Guitar Kid” television advertisement
“Guitar Kid” television advertisement
“Guitar Kid” television advertisement
“Guitar Kid” television advertisement
“Guitar Kid” television advertisement

“Guitar Kid” television advertisement

Kirshenbaum Bond + Partners, Minneapolis, Minnesota, 2001

Description

The Target brand promise is “Expect More. Pay Less.” We wanted to create a campaign that emphasized the “pay less” side of this promise in an upscale, sophisticated way. The solution was to team with vendor partners to create scenarios featuring huge quantities of product being used in an unusual, madcap way. In this spot, we needed to show a lot of product and prominently feature the Charmin logo. In addition, we developed a simple set that worked well with Charmin colors and packaging. The result was a spot that was quirky, entertaining and stimulated an increase in sales of the featured product.

Juror Notes

“They’ve redefined the use of graphics on television.”

Collections: AIGA 365: 23 (2002)
Discipline: Promotional design and advertising
Format: Advertisement, Motion graphic

Credits

Design firm
Kirshenbaum Bond + Partners
Executive creative director
Rob Feakins
Creative directors
Ucef Hanjani, Eric Erickson
Art directors
Aaron Alden, John Mayhew
Director
Doug Nichol
Director of photography
Joe Zizzo
Editors
Andre Betz, Bug
Sound designers
Asche & Spencer, Sound Lounge, tomandandy
Copyeditor
David Black
Agency producer
Betsy Schoenfeld
Production company
Partizan
Post effects
Nice Shoes
Effects
Spontaneous Combustion
Target art buyer
Denise Weber
Client
Target Corporation
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