Should Target Put ‘Alex’ in an Actual Ad Campaign?
By Chelsea Lish • November 5, 2014
Adweek asks brand experts about the risks and potential rewards of putting “Alex from Target” into an ad campaign, with one expert saying, “It really depends on how they position it. If they hire him purely out of response to the online frenzy, they’ll be viewed as reactive and pandering to their customers. If they hire him [for ads] and say, ‘We’re more than just a pretty face,’ and position it as looking at people as valuable, beyond their looks, then that could work.”