Target Anthem Film

We were brought in by Laird + Partners and tasked with the assignment to help launch Target to all Canada. Our role in this spot was the conceptual development. 

Since Canada are our friendly neighbors in the north, we had the idea to remake the Mr. Rogers song, “Would you be, could you be my neighbour?” to help tell this brand story through the device of nostalgia. Laird + Partners and Target followed through by landing the well-known Toronto based band, Dragonette to remake it. 

As the Wall Street Journal and Huffington Post point out, "It’s the first time the theme from the popular PBS children’s television show — which aired in Canada on CBC — has been licensed for use in advertising, and it’s meant to blend with Target’s “neighborly” focus in its branding."