Target's New Ad Stars Kristen Wiig as 'Target Lady'

Target's New Ad Stars Kristen Wiig as 'Target Lady'

News by Roberto Orosa
Published: April 02, 2024

Retail giant Target has launched a quirky new campaign starring American comedian Kristen Wiig, reprising her SNL role as the iconic and annoying "Target Lady."

The one-minute spot begins with Wiig waking up from her sleep, thanks to a cuckoo clock with a hairstyle resembling her own.

She removes her Target-branded sleep mask, gets into her Target-branded slippers and starts her day with a brisk walk on a Target conveyor belt. 

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Getting ready to head out, she wears her 80s-inspired getup before putting on her Target vest and sneakers.

She then quickly trims her bangs, heads to the local mart to buy a can of tomatoes for her Target-colored bowl of soup, grabs her keys, and finally jumps into the Target circle.

The spot ends with a call to announce the upcoming Target Circle Week, slated to run from April 7 to 13.

Humor as a Hook

This latest campaign is the first time the retail giant used the character of Target Lady in its ads.

Lisa Roath, executive VP and chief marketing officer at Target, explained that audiences resonate with the nostalgia of the character, having been played by Wiig in skits for over a decade. 

"Kristen Wiig is incredibly relevant and exciting in terms of her standing as an actress and a performer. We think it will have really broad appeal across all audiences," Roath added.

The campaign comes in hopes of boosting the new Target Circle (formerly Target Red) which is a paid membership plan that gives customers exclusive deals and discounts. 

Additionally, the CMO explains that the reworked loyalty program will continue to use comedy in order to connect with its loyal customers.

"What you’ll see from the brand is us tapping into culture, into humor in ways that we know our brand already resonates."

"The Target Circle launch is not just a top marketing priority, it’s a top enterprise priority [...] This is where we’re putting the most energy and weight in marketing the Target Circle program," Roath concluded.

SNL stars Colin Jost and Michael Che also starred in a Jameson's St. Patrick's Day campaign.

Editing by Katherine 'Makkie' Maclang

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