Target has not always been highly successful in pleasing a wide audience with their annual Back To School advertising campaign. However, this year the retailer seems to have hit a strong resonant tone. Their series of commercials feature kids in school-related activities with a soundtrack of classic pop songs familiar to parents performed in orchestrations that bring to mind creations from school bands, orchestras, and music class.
The series of commercials were created by the 72 and Sunny advertising firm. The creative orchestrations of pop hits were put together by South Music. One potential sour note was hit by a commercial that featured Salt 'n Pepa's debut hit "Push It" as the backing music. Some consumers expressed dissatisfaction with using a sexually provocative song to promote products for kids. Target is no longer promoting that specific commercial. Check out the set of five Back To School 2013 commercials below featuring Queen and David Bowie's "Under Pressure," Queen's "Another One Bites the Dust," Outkast's "Hey Ya," Beyonce's "Single Ladies," and the Rocky Theme "Gonna Fly Now." Target has also released a fascinating Behind the Scenes clip speaking about the creation of the clips.