Have you seen this Target ad where kids find out on camera that they were accepted to college? It totally makes me cry every time I see it. (Click the screenshot or this link to watch the ad. I wasn’t able to embed the video with the new iframe embed code.) Well the AJC wants you to share your special college acceptance moments as they happen this spring. See how to share your videos of your teen’s joy (and your joy) below:
Want to share that special moment when your child learns that he or she has gotten into the college of their choice? The AJC would love hear from you if you’ve captured the moment when your son or daughter receives a letter of acceptance. Please send a video to email@example.com with the subject line “I GOT IN!” We’ll post the videos on ajc.com.
As a side note, apparently I am not the only one crying when they see this Target ad. A marketing website explains emotional branding:
Of course I’m not crying at the Target commercial of kids getting into college! That would be… oh, shut up,” said @DahliaAF. Austin L. Church tweeted, “My wife and I both just teared up watching a Target commercial. Sheesh. As a marketer I should KNOW better.”
Target’s videos are touching to people and fostering an emotional tie to the brand. Steve McKee wrote in Businessweek that emotional branding is what makes a business stand out.
“Brands that face a high degree of competitive parity — whose ad budgets depend on what competitors spend — in categories such as soft drinks, beer, and automobiles understand the entry to effective differentiation is through the personality door,” he says. ”They simply don’t have unique rational claims to make, so they have to win people’s hearts instead of their minds. But all brands, and all products — no matter the industry — can leverage the power of personality to strengthen their appeal.”
The Target ad seeks to connect emotionally with people, aiming to create a bond with the brand.
Tell us about your child’s college acceptance moment? Did you video tape it? Do you wish you had? Who was more overjoyed: you or them? Be sure to share you videos this spring with us!