New Target commercial may be a bit too much like Sony's
After watching Sony's latest round of PlayStation 3 commercials, it's probably safe to say most of us were awestruck, especially considering what lackluster commercials we've been subjected to for the past few years. While we assumed Sony's "marketing geniuses" created the new "Universe" ads, the company actually didn't have as much to do with them as previously thought.
In actuality, Sony enlisted the help of marketing company TBWA\Chiat\Day, which, in turn, "commissioned the talents of Superfad who set out to design an animated universe that literally explodes from the system," according to Superfad's website. While we've long said Sony needs to reach outside its current marketing team for ideas, we're happy it finally did. However, we're not too sure how okay it is when that marketing team then creates another commercial using the same artistic direction as the one it created for Sony, which is exactly what happened when Superfad created the Art Connects commercial recently for Target.
Although the two sets of commercials were created by different directors, the artistic similarities can't be ignored as both predominately focus on objects emanating from visually appealing black blobs. In the end, though, it's probably not that big a deal, as we're sure most consumers aren't dumb enough to confuse the two, but it is kinda strange to see both sets of commercials airing on television at the same time. Maybe next time Sony should make sure the company it hires to come up with its next round of commercials isn't so excited with its new style that it also applies it to another client.
