Blogs Aren’t On Target’s Radar
A few weeks ago we quipped about the seemingly suggestive placement of a spread eagle woman and her crotch on a Target billboard ad spotted in Times Square. Created as part of their winter ad campaign, the board spawned quite a bit of buzz online and the wrath of at least one pissed off blogger. When parental unit Amy Jussel contacted Target to complain about the ad they dismissed her on the grounds that Target’s core “guests,” a euphemism for people who rack up credit card debt for sensibly priced Isaac Mizrahi flip-flops in their stores, don’t read “non-traditional” media, meaning blogs.
Whether the ad really is sexist or objectifying is irrelevant at this point. It’s America dammit, plus the chick is hot. But, the idea that the so-called hip retailer has a not so hip attitude about blogs bore further investigation. So we reached out to Target HQ with our “traditional” credentials and promptly got a reply from a PR rep, one Amy Von Walter. She told us how this story has been blown way out of proportion and that general feedback has indicated that most of the target demo don’t find it offensive—less than a dozen of their “guests” complained. As far as the company line on blogs, Von Walter got a little prickly while explaining that Target doesn’t work with “trade media” and, simply does not have the resources to deal with the requests of the “two million” or so blogs that are out there. Instead of picking and choosing they just shut them all out. As far as the ad goes, she stated there was “no intent behind the ad,” and that it’s just a woman “making a snow angel.” She refused to reveal any other aspect of the creative process or the model’s number.
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Question: Did she take your call because of ‘traditional’ credentials? Pre or post media-flurry? She’s certainly right about it all being blown out of proportion as I just wrote the play by play of my phone call purpose, trying to discern their ‘motivation’ and campaign context in the last comment on our blog.
Von Walter is the same person quoted on the CBS blog when Mn. parent Lisa Ray was interviewed, and not that it matters, but gosh…I’ve certainly received far more than a dozen responses from blogger moms ‘offended’ both by the ad pose AND the dissing of a customer’s frustration…just think if I HADN’T asked our fanbase to ‘behave’ and let it run its course on its own.
If I were a PR person, I’d hold a media crisis pow-wow pronto and instruct any/all for full transparency on the creative process…including that model’s number! ;-) Although it’s too late now, as I’m sure she’s been ‘debriefed’ not to talk to the press…Great idea tho…she no doubt could tell the photo shoot story very well.
I wouldn’t be surprised if corporate decides to pay her either hush money or bigger bucks to come out w/THEIR preferred version of the story so it doesn’t ‘leak’ again and cause more brand damage.
As one who has spent 25+ years in advertising, no tactics surprise me anymore, as gutter ethics and shock talk antics have reached a new low in attempt to gain buzz.
Our industry has gotten to the point where ‘anything goes’ and it’s easier to ask ‘forgiveness than permission’…
Come to think of it, they’ve done neither.
Comment by Shaping Youth — January 18, 2008 #
Get your grown man on, playboy! They need to recognize this blog movement for what it is. What is it again?
Ur credentials? Your killing me, just cuz complex started this flipped out ish you got credentials? OK, you do (r maybe not u exactly). Please believe that you guys took the time to give them a free ad (btw, if they paid 4 this, BRILLIANT!) by breaking formation and posting an essay!?!?
Take off your “sensibly priced Isaac Mizrahi flip-flops” and get back to reminding me that I PRAY THESE ARE THE LAST J’S!!!…but good writing. PLEASE JORDAN BRAND! U NEED THE HELP!!!
Comment by .mack — January 19, 2008 #