This Target Christmas ad tells the first chapter of a magical and whimsical journey involving three kids and their quest to light a Christmas tree. Rather than settling for a few isolated ad spots, Target has decided to create a number of 60 second spots, all of which form a single narrative.
This video is the first installment and sees children transported to a magical world, where they are greeted by characters like Barbie, Minions, Elmo and LEGO people. As they approach a tree lighting ceremony, something goes wrong and volunteers are needed to light the massive tree. The spot ends with the kids frightfully taking the job.
In an innovative marketing campaign, Target is able to draw viewers in using traditional tropes of Christmas narratives. By doing this, the same whimsy and magic seen in the ads become synonymous with the retailer.