Target Channels Hamilton and The Nutcracker for Holiday Campaign Aimed at Hispanic Shoppers

Ads include a celebrity rap battle

Headshot of Christine Birkner

Halloween is almost here, which means it's time for retailers to roll out their plans for the holiday season. First up is Target, whose holiday spots from 72andSunny and Team Arrow Partners are aimed specifically at Hispanic shoppers, which over-index in Target's customer base.

Its ads include "The Toycracker," a Broadway-musical inspired spot which stars a little girl, Marisol, and Target's mascot, Bullseye the dog, as well as a parade of toys you can buy at Target.

"Our inspiration is the fun of the Muppet Show, mixed with the freshness of Hamilton and the charm of a kids' pageant," said Todd Waterbury, chief creative officer at Target. "The holidays are about planning and production, making sure everything goes off in the way you want it, so we wanted this to show that."

John Legend and Chrissy Teigen will appear in two four-minute videos airing during ABC's broadcast of Frozen on Dec. 11 that carry on the "Toycracker" theme. Legend and Teigen engage in a Nutcracker-themed rap battle, with Teigen as the Nutcracker and Legend as the Rat King.

Legend and Teigen are ideal spokespeople for Target's multicultural approach, Waterbury said. "They're cool parents, and when we think about connecting with our guests, who are increasingly Hispanic, it's important for us to have a multicultural perspective," he said. "They represent the brand in a way that feels modern."

Another Target mascot, an animated gingerbread cookie named Ginger Breadington, will also appear throughout the retailer's holiday campaigns, including Target's 10 Days of Deals promotion, where he will introduce the deal of the day on social media, and a Snapchat filter where users can "gingersnap" themselves.

Target will run a total of 16 TV spots throughout the holiday season, and is increasing its TV spend 21 percent over 2015, with a 67 percent increase in Spanish language TV spend.

@ChristineBirkne Christine Birkner is a Chicago-based freelance writer who covers marketing and advertising.
Publish date: October 25, 2016 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT