The ad promotes a wake-up call service being offered by Target, where people can sign up to be woken up by a pre-recorded greeting from a celebrity such as Klum, Ice-T and Cheech, of Cheech and Chong fame, or even by a crying baby.
In the spot, Darth Vader is shown sitting at his desk in the call centre, breathing in his trademark heavy, slow way. When Klum sits down at her desk, Darth Vader looks over at her and suddenly his breathing becomes much quicker.
Target has hired Mother to create the holiday campaign with Klum, with a brief to help the brand emotionally connect with customers. The Wake Up calls are part of a promotion for Target's two-day sale, which carries the strapline "Don't miss a minute".
The Target "wake up" films can be watched .
As well as Mother, Target uses agencies including Kirshenbaum Bond & Partners in New York and Peterson Milla Hooks.
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