Target and 72andSunny are going all-out with a new marketing campaign, "Make the Holidays Spectacular." It tells the story of a young girl helming a Broadway-style musical production called "The Toycracker," a new take on "The Nutcracker." The girl and her trusty co-director Bullseye the Dog, team up with Target's top toys of the season, including Trolls, Barbie, Iron Man and Teenage Mutant Ninja Turtles, to prep for the show in a series of spots running through early December.
In December, the retailer will air the actual eight-minute "Toycracker" production -- starring celebrity couple Chrissy Teigen and John Legend as the Nutracker and Rat King. It will unfold in two clips during ABC's broadcast premiere of Disney movie "Frozen" on Dec. 11.
"It builds on the idea of wonder and magic that we've found is a hallmark of the work Target has done," said Todd Waterbury, Target's senior VP-chief creative officer.
This marks Target's fifth year working with 72andSunny on a holiday campaign. The retailer also worked with its own internal marketing team, Target Creative, and Team Arrow.
"Now, more than ever, we look forward to the holidays as a time to come together and spread joy, but there's a lot of planning that goes into creating those memorable, spectacular moments," said Matt Murphy, partner and executive creative director at 72andSunny Los Angeles. "This modern spin on the Nutcracker reminds us all about the need for togetherness this holiday season."
The campaign is part of Target Corp.'s big push into TV and attempt to better connect with its Hispanic shoppers.
Read the full story on Adage.com.