Target Gets All Neighborly

The Oscars aren’t exactly the Super Bowl as far as ads go, but it’s still a big deal. Target used the opportunity to show its love to its future Canadian shoppers.

The retailer has put together a microsite that introduces shoppers to the key points of the Target experience—the REDcard, designer partnerships, community giving and a great selection. More importantly, Target used the Oscars as an opportunity to be neighborly.

The 60-second spot showcases landmarks from across Canada, together with Target’s beloved bull terrier (seems like the company missed a Don Cherry reference in there somewhere). They also brought in an American classic—the theme from Mister Roger’s Neighborhood, something both countries can share happily. And get this: it’s performed by Canadian indie group Dragonette. It’s all very strange, but it definitely works.

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