Relevant is Relevant

I'm not a fan of the show LOST, you? It doesn't matter.

I am a fan of these three new spots from Target, which allegedly aired during the series finale last night. I wouldn't have seen them had it not been for the posting by the folks at Adweek. Thanks.

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As I said, I've never seen an episode of LOST, but I'm sufficiently familiar with the premise to understand why these would play well during the much-hyped finale. All the outdoorsy / jungle ques are in here, which seems natural since they were directed by the same guy who directed Lost. Talk about seamless - great idea.

In these spots, 15 seconds is all it takes to illustrate a problem and propose a solution. What's smart here is how the problem part could nearly be mistaken for part of the show or some kind of teaser / trailer. That is, if it weren't for the subtle placement of the Target logo up front which gets the point across without distracting or disrupting flow of attention. The solution comes in the form of products available at Target, each with a price point which makes the "at Target" piece relevant.

So, to recap - the media buy is relevant, the idea is relevant, the scripting is relevant, the choice of director thus the way these were shot is relevant, and the price point/Target linkage - all relevant.

In fact, these are perhaps the most literal translation the 'problem-solution' construct I've seen in a while (big smoke cloud chases after you...hey, you might need a fire alarm and fortunately Target's got one for $10.99).

That's all she wrote.

ON STRATEGY.