press: target, one of the best spots according to adweek


the challenge: more and more consumers choose target for their designer inspired housewares and products. how do we get them back into the target stores for their weekly household purchases?

under the creative direction of ucef hanjani, target stores produced over 16 spots, each focusing on a single ordinary product, in this case tide detergent. the challenge was to sell such ordinary products in a target-appropriate stand-out manner. “make tide different, fun and creative” best of luck… “a man unloads empty tide containers from a compact car and places them at precise intervals on the road. next scene: the car, in racing mode, weaves in and out of the plastic bottle, which represent traffic pylons. graphic: ‘prices so low. you don’t have to hold back’.” view all work related to this project.