Sing along with Target’s music teacher

Back-to-school ads can be pretty shallow, but Target hid a little kernel of truth in this new 30-second spot, which features a music teacher character singing his heart out about denim. Denim!! Watch:

(Direct link to the video on YouTube.)

What’s so great about this ad? First, it’s funny, and it gets funnier the more you watch it. The awful song is an unexpected payoff the first time, and then it grows absurd when you watch it again. Denim becomes a weird word when you repeat it over and over. The set is full of little details (the gong!) that will remind adults of music class. And the man singing it is painfully sincere—and so stuck on denim.

Beyond that, the ad presents a nugget of insight into music education. Music teachers set a standard for style and attitude—more so than teachers in core subjects, since students are primed to look at the music room as a place of fun and creativity. Kids respond to even the geekiest music teacher—even a guy with a tan blazer and a Casio.

Music and art classes are where kids learn how to express themselves, and to appreciate other people’s expressions. Sure, learning to play the recorder is a worthless life skill if there ever was one. But art and music programs teach us how to relate to people and get projects accomplished. Sadly, theses classes are usually the first things to go when schools have to make cutbacks.

This commercial tells a little story about music education in 30 seconds, with humor, while making the client happy by selling Target stuff. Love it.

Who created this ad and who signed off on it?

Sorry folks, I don’t have any names on this one. Send me a tip if you know. Target’s lead agency is Wieden + Kennedy.

Update:

In the comments, Jodi notes the denim song sound a lot like “Caribbean Queen” by Billy Ocean. (Thanks!)

Update 2:

I gotta have more denim! Target has posted this clip of outtakes on YouTube: