Who is the obnoxious woman in the Target commercial?
Breaking down the return of ‘Target Lady’—and why everyone’s buzzing (mostly complaining)
(By Carmichael Phillip)
Meet ‘Target Lady’: Kristen Wiig’s Nostalgic Mascot
In April 2024, Target surprised shoppers with a bold move: they resurrected the beloved “Target Lady” character portrayed by Saturday Night Live alum Kristen Wiig. Clad in her signature bowl-cut wig, red vest, and wide-eyed enthusiasm for everything Target, she pokes fun at consumer culture while promoting Target Circle Week (April 7–13).
Originally introduced on SNL back in 2005, the eccentric cashier was known for pronouncing “Target” as “Terget,” obsessively praising products like candles (“kerndels”), and bursting with quirky energy. Now, she’s back—this time wandering through store aisles, sliding into her workplace via slide or treadmill, and bouncing around gleefully, fully committing to the joke .
Why Target Chose Her—And Why Some Hate It
The campaign marks Target’s first use of Wiig’s character outside of SNL—and it’s no one-liner. It’s a full-fledged 12-spot campaign made in collaboration with Wiig and former SNL writer Jameson Anderson.
Target’s Chief Marketing Officer, Lisa Roath, noted that tapping into such a nostalgia-fueled, humorous character could engage both long-time devotees and newer customers—while strongly spotlighting the loyalty platform Target Circle.
That said, the buzziest reaction has been… annoyance. Fans on Reddit and Facebook are unsurprisingly polarized—some find her voice “piercing” and ‘obnoxious,’ even referring to the ads as “torture.” One Redditor wrote:
“Her voice gets under my skin…”
On Twitter, a user blasted the “bowl haircut” woman as “the most annoying thing I’ve heard in awhile”. Others suggest this negativity is intentional—something Target may bank on, following the idea that any reaction is good reaction .
Who is the woman? The real person behind the quirks
The “obnoxious woman” is none other than Kristen R. Wiig, now 50, a comedic powerhouse who rose to fame as part of the SNL cast from 2005 to 2012. She’s co-creator of this “Target Lady” character, which originated during her time at the Los Angeles improv group The. That persona—complete with quirky speech patterns, exaggerated facial expressions, and overwhelming store pride—became a fan favorite and staple of Wiig’s on-air resume.
This isn’t Wiig’s only significant career move lately—around the same time, she also hosted SNL for a fifth time, earning a coveted spot in the show’s “Five-Timers Club”.
What Target Aims to Do—and Whether It’s Working
With Target Circle Week fast approaching in early April, Target aimed to do three things:
Reignite buzz around its new loyalty programs (Target Circle and Target Circle 360),
Deliver a humorous thread connecting consumers to everyday shopping moments, and
Leverage nostalgia to cut through ad fatigue.
For many viewers, the campaign succeeds: it stands out, gets remembered, and feels distinct. Advertising insiders praised Target for resurrecting a known character to humanize and liven up a loyalty pitch .
On the other hand, if enough shoppers mute or turn off the ads, the risk is wasted reach obscured by irritation. Still, Target seems willing to take that gamble.
The Pop‑Culture Ripple Effect
Wiig’s return as Target Lady isn’t just a commercial stunt—it’s a cultural callback. Fans immediately recognized the character and flooded comments with joyful nostalgia (“APPROOOOOVED,” “Target Lady needs to be back PERMANENTLY”).
That excitement alone shows how brand equity can be boosted through smart comedic callbacks. Wiig’s bowl-cut wig, quirky delivery, and exaggerated accent provide an instant pop culture hook—sometimes polarizing, but undeniably viral.
Still Annoyed? Perspective from Viewers
Despite their popularity, these ads really rub people the wrong way. A Reddit commenter vented:
“I work here and hear this commercial every 10 minutes. Her voice gets under my skin…”
Another added:
“Like, are they trying to get me to shop at Target or work at Target? Lol”
Then again, others find her hilarious, even comforting:
“I crack up every time I see that neurotic ding‑bat with her Thelma Flintstone pearls… lol.”
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This division suggests the ads are accomplishing at least one goal: sparking conversation—even if some of it is knee‑jerk dislike.
In Conclusion: She’s Kristen Wiig—and yes, by design
The obnoxious woman is exactly who Target intended—Kristen Wiig’s Target Lady, a satirical caricature grounded in nostalgic SNL lore.
She was picked to cut through advertising noise, spotlight a new loyalty program, and stir emotional familiarity.
While many consumers find her “obnoxious,” the campaign’s very point may be to provoke a strong reaction—but if it pushes shoppers away entirely, it risks backfire.
Ultimately, the Target Lady is a creative risk: bright, loud, and divisive. Love her or hate her, she’s gotten people talking. And when it comes to advertising, that’s sometimes the ultimate objective.
Final Takeaway:
That “obnoxious woman” is purposefully obnoxious—she’s not just a random actress but a beloved comedic creation by Kristen Wiig. Target relied on sharp comedic nostalgia to get your attention. And for better or worse—it’s working.
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