Very rarely do big brands get it right when inserting themselves into historic moments in time. The SuperBowl ads have become an event within an event but we’re ok with that because the entire event is about pure unadulterated exploitation for entertainment. The Olympics have sold their soul and we’ve come to accept it. Brands who pay the global big bucks are simply spending our money to be able to get our money. We all know its part of the game.
But it takes the right kind of brand to dare touch a nation that is in a delicate stage of heightened optimism – driven mostly from an eight year period of feeling duped – and actually do it with class and inspiration. By building on its authentic efforts already commited to the communities it serves, Target has managed to do just that on MLK day. By tying into the historic inauguration of our first black President, his proclamation towards a day of community service, and by leveraging Oprah’s star-studded homage to this two day time, Target has brilliantly connected to their audience and promoted the message of community service that lives within what this day is all about. To say that their vision is altruistic would be foolish. But if all brands could use their name to drive home messages of helping others – just imagine. “I have a dream”
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