Target's holiday ad campaign seems designed to create an uncomfortable Christmas.

Former Journal Sentinel editorial cartoonist Stuart Carlson caught the eye of Time Magazine.

"Dr. Who: The Waters of Mars" brought BBC America its biggest prime-time audience ever.

OnMedia: What was Target thinking this Christmas?

Published Dec. 23, 2009 at 11:00 a.m.

I didn't do any of my Christmas shopping at Target this year.

While I can't say I consciously stayed away because of the discount retailer's holiday ad campaign, it annoyed me enough to play at least a part in that decision.

You must have seen the series of TV spots featuring something uncomfortable about Christmas gift giving. There's the one with the young couple where the guy seems surprised at the flat-screen TV that "Santa" brought.

Here's the spot:

There are others in the series, equally unsettling: Kids make fun of their dad. A little girl thinks she doesn't deserve her gifts, but her parents say the gifts didn't cost that much anyway. A guy gives his girlfriend some jewelry and she says she didn't think they were at that point, leaving the guy crestfallen.

So this is Christmas?

In a tough economic year, adding at least a bit to the pressures of shopping and the other holiday requirements, does a retailer really want to make us feel more uncomfortable?

I'm not saying the spots aren't funny.

But they sure don't make me think kindly of Target this Christmas. And why would I shop at a store that makes me uncomfortable when there are so many alternatives?

Stuart keeps drawing praise: My former Milwaukee Journal Sentinel co-worker Stuart Carlson is now, as he puts it, "laboring in the solitary vineyards of syndication."

He's still an ace political cartoonist, as shown by his inclusion in Time Magazine's list of of the 10 best editorial cartoons of 2009, with his take on the nomination of Judge Sonia Sotomayor to the U.S. Supreme Court.

On TV: Channel 58 is shutting off the simulcast of its analog signal on Dec. 31. It had been airing it on Channel 63 for the handful of folks who didn't make the digital transition in June. Channel 63 won't go dark, but will air an analog simulcast of the old shows called Me-TV, which airs its digital signal on Channel 49.1. It's also on Channel 19 on Time Warner and Charter cable systems.

Channel 6 is shuffling its late-night lineup starting Monday night, moving "My Name is Earl" to 12:05 a.m., and replacing it at 11:05 p.m. with "TMZ" "Extra" moves up to 11:35 p.m.
Saturday's debut of "Doctor Who: The Waters of Mars" gave BBC America its highest primetime rating ever, bringing in 1.1 million viewers to the channel available on satellite and digital cable.
"Spartacus: Blood and Sand" won't premiere on Starz until Jan. 22, but Broadcasting & Cable reports the premium cable channel has already ordered a second season.

Stewie's big break: The animated Stewie Griffin read David Letterman's Top 10 list Monday night, the "Top 10 things you don't want to hear from your child."

Talkback

Talkbacks

bennyjet | Dec. 24, 2009 at 2:31 p.m. (report)

I could not agree less with Tim on this one. You heard me. Yes, the ads are funny. Yes, I think the comedy ties in directly to the frugal nature of Target, and even the last minute add-on commercial of Santa running through the snowy parking lot of a Target in slow-motion says volumes in 30 seconds. I don't think it hurt their bottom line; I got most of my gifts there because I don't want to face the apocalypse now feeling I get going to a Wal-Mart but I don't have a lot of money this year. Sorry, Tim.

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MilwaukeeMichele | Dec. 23, 2009 at 2:53 p.m. (report)

I think the ads are pretty funny. It's never been a bad comedic tactic to point out odd/uncomfortable moments (like someone giving you something that you think is really expensive and feeling bad because you didn't reciprocate the amount spent - what's not to get?) that happen in real life - that's why everyone loved "Seinfeld." Do we really want a bunch of sappy Hallmark ads just because it's Christmas? Ugh.

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Jerri | Dec. 23, 2009 at 12:57 p.m. (report)

This whole article/thread reads like "old man yells at cloud." I'm going to go tie an onion to my belt as evidently it is the style once again.

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Dusty_Bottoms | Dec. 23, 2009 at 12:53 p.m. (report)

I honestly never in my entire life thought I would hear someone say that Target's return policy sucks. Didn't they recently change it from "You can return anything you want, whenever you want, regardless of whether or not you have the receipt, the original packaging, or for that matter, the item itself, for a full refund" to "You can return anything you want but it has to be within 90 days and now you need the receipt, but that's not really a problem because you can print it out at the store"? What, 90 days isn't long enough? Still a pretty damn good return policy. What do you expect, exactly? And I like the commercials. I agree with the previous talkbacker that the glut of holiday advertising is a joke. Those are at least different, and quite funny.

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johnnyhep | Dec. 23, 2009 at 12:50 p.m. (report)

Whether you shop at Target or not, it seems like the ads get a consistent theme across with a clear value proposition, stylish/desirable products at a low price. The awkward moment(s) seem to make the commercials memorable.

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