A whimsical :30 custom spot was created to address these challenges. Viewers were engaged by the angelic, yet mysteriously intense facial expressions of the Ballerinas. The “big reveal” of the product resolved the mounting anticipation. A halo effect was given to the product via the powerful familiarity of the Dora brand. The Target brand was elevated by serving as the deliverer of this message that not only grabbed attention, but the hearts and minds of the viewer.