1 Target's 12-Minute Ad | The Billfold

Target’s 12-Minute Ad

Starting today, Target is testing to see how consumers will react to “branded entertainment” by releasing a 12-minute film starring Kristen Bell, Nia Long and Zachary Abel, and directed by Phil Abraham, who has directed Mad Men, and worked on The Sopranos. The film features more than 100 items you can buy at Target stores and runs them adjacent to the film as they appear on your screen so you can buy the items you like. I love Kristen Bell, and have seen every episode of Veronica Mars, but found the first segment to be distracting and didn’t finish watching it. Maybe you can tell me if you actually enjoyed the storyline. Kristen Bell told The New York Times that she thought branded entertainment was a good investment because “nobody watches commercials any more” and this could be one way of financing projects. Perhaps! As long as the full-screen button give me the option of ignoring the products that pop up, I might be okay with this.


7 Comments / Post A Comment

I made it about 2 minutes. I don’t think this is a bad idea (branded entertainment), my issue is that this episode is bad, so so bad. The way she’s talking, the way he’s talking; no one talks like this. If companies are going to go the way of branded entertainment, they need to remember the ENTERTAINMENT part of it. Have a good story first, then work the items around it, not the other around.

It’s still a fucking commercial.

Megano! (#124)

And just like commercials, I’m not going to watch this either.

KatNotCat (#766)

Do those shoes appear early in the video? I really need new, cheap running shoes but don’t want to go through all of this.

Semi effective ad?

Taco Bell and Fox did a web series thing with Andrew WK called Lets Big Happy. It’s a ridiculous premise with Andrew WK having an all he can eat Taco Bell card which is their prop throughout the series to promo bands.

I guess it worked, I wanted Taco Bell afterwards. Or maybe a combination Santos Party House/Taco Bell/Pizza Hut?

TARDIStime (#1,633)

This would be a good idea for regular TV shows.
Like, on Mad Men, they could have gotten modcloth or someone similar to sponsor and do the pop-ups on the side for similar outfits that are on screen in real-time. This is a sound concept, but they need to work the idea into TV shows that are already of a high quality, rather than doing TV advertorial.
Agreed that there needs to be an option to turn off the pop-ups for a period of time to limit the irritation/distraction for viewers.

Nick (#1,548)

@TARDIStime Betty eating Bugles

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