Look! It’s Target Gal!
Have you seen Christina Aguilera’s new Target commercial promoting her greatest hits CD “Keeps Getting’ Better—A Decade of Hits,” which is being sold exclusively by the bulls eye retailer?
Remember waaayyy back in the dark ages, when reputable musicians wouldn’t dream of selling out? Now, apparently its cool to plaster a logo on your chest and be a corporate superhero.
The Rolling Stones shocked a lot of folks in 1981 when they became the first band to have a corporate tour sponsorship (from Jovan Musk). Today, that’s a common move for most big acts.
That’s a great thing for marketers wanting to link themselves with a band their favored demographic identifies with. And, it gives musicians a way to get their latest song into the public’s ears.
It works when the product/music match is made in heaven. Scads of artists both new (Feist) and established (Coldplay) have benefitted from having their songs in iPod commercials.
On the flip side of that tune is when the commercial imagery syncs poorly—or perhaps too well—with a song. I used to love “I Melt With You” By Modern English. Now, all I associate it with is Burger King cheeseburgers, thanks to a 1990s ad campaign.
As for Christina Aguilera’s Target ad, it seems like a winner to me. It’s vibrant and fun, and I found myself humming the song, in spite of myself. Up, up and selling away, I guess.
Related Topics: Thought Balloon - Opinion, General
