When it comes to Back to School, mom is the biggest cheerleader. For 2017, the Target Back to School campaign focused on mom's role as the leader of the prep squad. Based around the insight of mom's desire to remove any barriers her child might encounter, the role of Target was to help ensure not being prepared wasn't one of them. Speaking directly to mom, Target's message was "Everything you need to Ready, Set, GO! Back to School."
Role Creative Director / Target
Agency Deutsch LA
Director Arno Salters
Vocals Betty Who