Make the Holidays Spectacular
Group Creative Director: Paul Nguyen Creative Directors: Garret Jones, Driscoll Reed, Adam Szajgin
Writers: Will Tran, Peter Hughes
Art Directors: Maite Albuquerque, Andy Lan
Getting ready for the holidays feels like a big production. So we dedicated ourselves to helping make our guests' holiday productions truly spectacular. We created several streams of work for Target's Holiday campaign that would mirror our guests' journey throughout the season then capped it all off with a wonderful gift: an 8 minute modern musical based on the Nutcracker starring John Legend and Chrissy Teigen.
The Toy Cracker - A Holiday Musical
On December 11 we launched the Toycracker on ABC. A musical that reimagined the famous Nutcracker tale. It starred John Legend and Chrissy Teigen alongside kids’ favorite toys. Our story was simple: a young girl journeying through a holiday toyland discovers that what she wants the most for the holidays is what she had from the start, her family and friends.
We partner with the broadway Tony-nominated lyricist Benj Pasek and Grammy-winning musical producer Ariel Rechtshaid to create songs that added a more contemporary lens to the famous Nutcracker tale. The songs explored the frustration from the lack of wifi for a kid during the holidays on “Why, oh why, there is no wifi”, to a rap battle performed by John Legend as the Rat Kind against Chrissy Teigen, our friendly nutcracker.
Approximately 26 million people watched live on ABC and the spectacular was rewatched millions of times on YouTube and Hulu.
Making an Spectacular Holiday
Leading up to our big Christmas Musical our team created four commercials that illustrated the preparation for the big show. Inspired by the idea that the holidays are a big production for every family, each beat of our behind the scenes journey mirrored what families do to get ready for the holidays.
Tales from behind the scenes
Throughout the season, Target offered special savings on holiday items specific to that moment. So to let guests know about these deals, we created four short story spots centered on the relatable holiday experiences of our toy cast and crew.
Red hot deals live from the red carpet.
Ginger Breadington is on the beat and ready to eat! Part showman, part salesman, part sugar cookie, his job was to report on all the hottest deals arriving on the red carpet for the premiere of Target's beloved 10 Days of Deals. Stay fresh!