Unscripted.

Two new, unrelated spots are sure to remind you (whoever you are) that there's something you need, or just plain want, at Target.

The first is so adorable, I just want to pinch it! And since it managed to tell its own story with virtually no words, I'll do the same. Check it out:

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The second features Shaun 'the flying tomato' White doing what he does best - riding a board, in this case, one with four wheels attached. Shaun's promoting his new clothing line, available exclusively at Target. I don't know about you, but I think a Shaun White collection is a pretty damn smart move by Target. Here's a look at that:



Both use music and capture moments sure to engage their respective audiences, never delivering the product plug before establishing a basic human connection.

I'm in awe of the simplicity, particularly in the baby spot. There's hardly a retailer out there that doesn't face a competitor that offers close - if not exactly - the same stuff (tangible goods). Retail brands don't have the luxury of packaging to help them jump off the shelf or lure the impulse buyer with flashy graphics.

Sure, there's service and price and cleanliness and convenience and all that stuff that weigh in to consumers' decisions about where to shop. But the humanity, the spirit of the brand, this has to really take on the role of "packaging"...and this is something that needs to happen in advance.

Ironically, brand building often falls to the wayside as retailers focus on telling the "stuff" and "how much" stories.

Fortunately not so for Target, who has managed to strike the right balance and consistently keep it interesting. So ON STRATEGY