It can be hard for audiences to keep up with all the superhero movies and their various sequels and prequels. But marketers have no such trouble—they leap tall buildings in a single bound for a chance to siphon equity from any and all blockbuster superhero films.
This year, Target has been one of the giddiest superfans. For The Avengers, the retailer commissioned an impressive campaign from Wieden + Kennedy (its outgoing lead agency) that notably featured some wonderful print ads in which Avengers characters were constructed out of ordinary Target products (candy, pencils, balls, etc.). Now, Target is jumping on the bandwagon for The Amazing Spider-Man—the upcoming reboot, opening July 3, of Sam Raimi's Spider-Man films. An intricate web of product tie-ins is being spun for the film—everyone from Hardee's/Carl's Jr. to OPI nail polish wants in. And Target, working with Marvel, is right there with a keen Spidey sense and loads of branded merchandise.
The spot below, from 72andsunny—one of many agencies Target has called on since announcing its split from W+K—will debut in-theaters on June 15 prior to G- and PG-rated moves. It's fairly boilerplate, though it's entertaining enough, with decent effects and a sly, inclusive humor—its back-to-school vibe might be called pre-teen aspirational—that will surely move plenty of product.
Superheroes are irresistible vehicles for retailers, and this new film surely won't disappoint marketers in that regard. Check out a preview of the movie below, and for a rundown of the film's own supercharged viral marketing, click here.
CREDITS
Client: Target
Agency: 72andSunny
CCO/Founder/Executive Creative Director: Glenn Cole
Creative Director/Writer: Tim Wolfe
Creative Director/Designer: Bekah Sirrine
Designer: Vincent Barretto
Writer: Jack Jensen
Director of Film Production: Sam Baerwald
Senior Film Producer: Danielle Tarris
Brand Director: Elisa Silva
Business Affairs Manager: Gloria Anderson
Business Affairs Coordinator: Michael Moronez
Editorial: Cut + Run
Jay Nelson: Editor
Isaac Chen: Assistant Editor
Carr Schilling: EP
Christie Price: Head of Production
Production Company: Pretty Bird
Director: Paul Hunter
Executive Producer: Ali Brown
Line Producer: William Green
Production Designer: Chelsea Oliver
DP: Don Davis
Music company: Elias Arts
Creative director: Dave Gold
Composer: Chris Kemp
EP: Ann Haugen
Music producer: Kiki Martinez
Sound Design: Elias Arts
Sound Designer: Jay Nierenberg
Creative director: Dave Gold
EP: Ann Haugen
Producer: Kiki Martinez
FX Studio: a52
VFX Supervisor: Patrick Murphy
Lead Flame Artist: Andy Mckenna
Flame Artists: Andy Mckenna, David Parker
Lead CG Artists: Kirk Shintani, Ian Ruhfas
CG Artists: Kirk Shintani, Ian Ruhfas, Erin Clarke
Rigger: Adam Carter
CG Animators: Lindsey Butterworth, Cody Woodard
a52 Colorist: Paul Yacono
Producer: Heather Johann
Executive Producer: Jennifer Sofio Hall, Luisa Murray
Mix Studio: PLAY
Mixer: John Bolen