Here's one of the more compelling YouTube montage ads we've seen. Target and Deutsch LA string together clips of college applicants' reactions to the news they’ve been accepted. It's a simple concept illustrated well with powerful, heart-warming moments. As the copy pretty well sums up: "Every kid deserves this moment. Great schools can get them here." The collegiate focus works well for Target, and not just because the retailer is known for its abundant stock of school supplies and dorm decor. Target has also committed to doubling its $500 million in donatons to K-12 educational causes over the coming years, in part by awarding gift cards to local schools through a Facebook voting competition. As an aside, the commercial, which first aired during the Olympics, shares its basic idea—and at least one of its shots—with a recent online ad for the University of California system. The similarities are just a coincidence, per a Deutsch spokesperson, who said the agency had wrapped its commercial by the time UC's launched. Regardless, Target packages the message a lot more tightly. Credits after the jump
Client: Target
Agency: Deutsch LA
Chief Creative Officer: Mark Hunter
Group Creative Director: Karen Costello
Creative Director: Scott Hidinger
Creative Director: Jeff Bossin
Senior Art Director: Sara Oakley
Senior Copywriter: Melissa Langston-Wood
Director of Integrated Production: Vic Palumbo
Director of Broadcast Production: Victoria Guenier
Senior Producer: Eva Ellis
Associate Producer: Jamie Gartner
Editing: Arcade Editorial
Editor: Kim Bica
Assistant Editor(s): Pete D’Andrea
Producer: Amburr Farls
Post-Production: Method
Lead Flame Artist: Claus Hansen
Flame Assistant: Krysten Richardson
Junior Flame Artist: Cary Welton
Executive Producer: Robert Owens
Producer: Ananda Reavis
Mixer: Mark Meyuhas
Assistant Mixer: Matt Miller