That Crazy Target Lady Is Back!

Target calls her the Christmas Champ. I call her crazy.

For the third year, the perky, blonde, hyped-up Christmas shopper will be promoting the retailer’s 2-day sale, which kicks off on Black Friday. Since debuting in ads in 2009, comedian Maria Bamford, who has ties to Target’s hometown of Minneapolis, has polarized consumers. Fans love her Rocky-esque approach to preparing for the holidays — bicep curls with shopping basket, wind sprints in heels — while detractors find her, well, annoying.

Bramford’s characterization of the over-caffinated Target shopper works on several levels.

First, the Christmas Champ, while a bit over the top, is a character that most people can relate to. Most of us have a sister-in-law or friend that’s a gonzo shopper don’t we?

Next, Target’s image is restrained and controlled. The crazy Target lady tells us Target isn’t above poking a little fun at itself.

Last, it’s different. Who needs to see yet another ad of models swirling in clothes that will be 50% off or the Progressive insurance guy signing into a microphone? I’m good there.

Let’s see where the crazy Target lady takes us this holiday season. I’d recommend buying a double espresso at the Starbucks in most Target stores to start your training.