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.

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