By Audrey Kemp, LA Reporter

April 3, 2024 | 3 min read

Wiig slips back into her bright red vest and even brighter personality as the iconic SNL character.

Target and SNL fans, rejoice. On Tuesday, supermarket chain Target announced Kristen Wiig is bringing back SNL’s ‘Target Lady’ for the return of Target Circle Week.

That’s right. Fans are in for a nostalgic treat as well as a whirlwind of savings as Wiig revives her iconic character for Target’s latest ad campaign celebrating the return of Target Circle Week, a deal event running from April 7 to April 13 that offers up to 40% off hundreds of thousands of spring items plus a one-day-only 10% off Target GiftCards deal.

In each delightful vignette, Wiig is once again “on the clock and ready to rock” as Target Lady. With three spots already released – ‘Big Morning,’ ‘Dream,’ and ‘Peanut Butter’ – the campaign leverages nostalgia and laughter to demonstrate how customers can reap the benefits of Target Circle Week. Accompanying Target Lady’s antics is the iconic tune Baby I’m a Star by Prince and the Revolution.

In ‘Big Morning,’ our beloved Target Lady prepares for her workday in her Target-themed abode, from giving her signature bowl cut a trim to taking a leisurely walk on the treadmill.

Next up, in the surreal realm of ‘Dream,’ she is convinced she is in some fantastical reverie. The reason? The Target Circle Week deals are so good (that and one customer bears an uncanny resemblance to Abraham Lincoln).

‘Peanut Butter’ sees Target Lady explain to a customer how she prepares her unconventional PB&Js (with the bread in the middle).

“We’ve spent a lot of time talking with guests about what they love about Target Circle, and we can’t wait for members to experience even more ease, savings and personal touches every time they shop,” said Cara Sylvester, Target’s executive vice-president and chief guest experience officer. “We’re thrilled to launch Target Circle’s next chapter with Kristen Wiig as the Target Lady during Target Circle Week and, since there’s no cost to join, all guests can save even more with their personalized deals.”

But wait, there’s more. Wiig, hot on the heels of her new show Palm Royale, is also set to host SNL this Saturday, April 6 for the fifth time as a member of the show’s ’Five Timers Club.’

The creatives behind the national campaign comprise Wiig herself, who ad-libs lines throughout, former SNL writer Jameson Anderson and director Tom Kuntz. A total of 12 spots will run across TV, social, digital and other channels.

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