Guilty pleasure

Pipers is changing perceptions.

Newfoundland and Labrador no frills discount store Pipers recognizes that in the past people may have held negative perceptions of it, to the point that they didn’t want to be seen there. It’s since undergone a store redesign and is now looking to change those perceptions. This spot by St. John’s-based Target pokes fun at the shopper who is too embarrassed to be seen at the store, but can’t help taking advantage of the ridiculously low prices it has for quality items.


advertiser: Pipers
agency: Target
CD: Tom Murphy
creative group head: Jenny Smith
ADs: Tom Murphy, Jeff McLean
writer: Jenny Smith, Randy Diplock, Terri Roberts, Sarah Park, Alyssa Free
agency producer: Cindy Wadden, Yvonne Fowler
online lead: Chris Da Sie
group account director: Laurelyn Berry
account executive: Bronwyn Cass
account/strategic planner: Kerri Parsons
director (TV): Justin Simms
editor: Patrick Hachey
photographer: Ned Pratt, Dejan Vuchichevic
post company: Egg Films/Hatch Post
director (Radio): Don Venish
engineer: Joe Di Profio