What’s happened to Target? Well, a lot of their advertising has gone stupid-retail for one. Their broadcast has become a big ho-hum that carries very little branding, almost zero concept and this means the brand linkage to Target is completely dependent on three seconds of logo at the end of the spot. Advertising like this relies on consumers actually paying rapt attention–which they don’t–and is a formula that makes it easy for them to confuse Target with one of their competitors.

For instance, check out this recent Target commercial for Champion sportswear:

The problem with this ad is it could be for anybody. Is it a Nike commercial? No, it’s really not that good. Is it a Kohl’s commercial? Maybe. It seems like a throwback to some “Softer Side of Sears” era. Lots of pretty pictures, absolutely no concept and worse yet, no brand linkage. If I don’t get bored and change the channel before the end, I wouldn’t know it was Target. Sure, it has Jude Hollywizzle and I guess if you were into street ball (which, I’m guessing, 90% of the soccer mom/Target shoppers aren’t), you’d pay attention. The goal here is to sell the Champion line of clothing , but what about the Target brand?

Here’s the new look for the brand ads that are doing the work supporting Target:

Compare that to this Target commercial from days gone by:

The use of the logo, the iconic use of the color red and the overall energy and vibe of the commercial. Could this commercial be for anyone else?

It seems especially from the retail ad side of things, Target has decided that rather than trade on its iconic brand it will try to be like every other retail chain. Here’s the formula:

1. Find a pop song.
2. Find a designer, movie star or a sports star that’s willing to be in your commercial.
3. Edit a spot with random shots of that person doing random things.
4. Put your logo in the last three seconds.

J.C. Penny does it. Kohls does it. And now Target. Not exactly differentiating or for that matter memorable.

I realize that brands need to move forward and the advertising needs to change with the times, but Target had a winning formula that put their identity at center stage. It was a celebration of their retail-ness or retailosity or whatever you want to call it, that carried with it a big, fun, hip personality. Different? Check. Memorable? Check. Certainly there’s a way to create new spots that are entertaining, have brand linkage and are, well, Targety.

The question is, do the new brand ads and retail ads do the trick? Do they carry that fun hip vibe of Target? Love to hear your thoughts in comments section.

(post edited to include brand ad)