This online ad from Target is not about any particular Star Wars toy. It’s about the feeling of Star Wars fantasy that today’s parents can remember from their childhood. The ad reminds parents how they felt and how they can help their kids feel the same way. It’s a video sample of the experience of giving their child a Star Wars toy.
The natural, documentary style of the video raises Star Wars toys from the level of typical movie stuff to a fundamental part of childhood, like nursery rhymes for toddlers. To not buy their child a Star Wars toy seems like depriving their child of a normal part of childhood.
The video’s presence on the Target website and the branding at the end, link the Star Wars fantasy experience with Target.
A sample of an emotional experience, a childhood tradition, and an association with Target—more effective than a light saber.