With the winter holidays coming up, brands are busy promoting their products or services in the most eye-catching way. The retail chains have to do the double work promoting their venues and selling the advertized goods at the same time in the most intense period of the pre-Christmas season. To educate consumers how to behave during the holiday frenzy, Target released a series of hilarious adverts about Black Friday 2-Day Sale featuring comedian Maria Bamford.
“The Target 2-Day sale is not for wimps. It’s for the passionate, dedicated, even the benignly ruthless. It’s for the moms and dads out there who want the very best quality at the very best price. It’s for people who— though they smile— aren’t kidding around,” write the developers of the campaign, Wieden+Kennedy, on their blog. The idea of giving funny shopping tips through TV spots, webfilms and banner ads was taken up by Target last year, when the company commissioned the agency to create a bunch of episodes about the Thanksgiving-related store madness. It was such a success, that this year Target decided to re-launch the campaign.
Here are eight new tips for the shoppers (to watch all of them, visit Target’s YouTube channel):
Tip #1 Practice Reverse Psychology. Mind games are fair play on Black Friday.
Tip #2: Visualize Your Path. Mentally map out the path that’ll lead you straight to the Doorbusters.
Tip #3: Check the Weather. Winter won’t stop her from getting to the front of the line.
Tip #4: Use a Utility Belt. She keeps her 2‐Day shopping necessities organized and easily accessible.
Tip #5: Draft to the Doorbusters. Here’s an easy way to get through the Black Friday crowds.
Tip #6: Make a List & Check It Thrice. It’s time to think really, really hard about how good everyone has been.
Target has also launched a dedicated Twitter page ChristmasChamp curated by Maria’s character, who is obsessed about holiday shopping, to provide consumers with updated information on the movement. Target has also commissioned AKQA to update its online destination, which now features Target’s Weekly Ad, alert sign-ups, and 2-Day Sale shopping tip videos.