Magic's not gone yet from Target CE promos - Magic Johnson, consumer electronics

Discount Store News, Dec 9, 1991

MINNEAPOLIS -- Target is continuing to use Magic Johnson as its consumer electronics spokesman until his contract runs out after Christmas. That includes using the basketball superstar in a series of humorous TV commercials that will break before Christmas.

At first, Target had considered scrapping them because it would have seemed "insensitive and inappropriate" after Johnson announced that he had contracted the HIV virus that causes AIDS and retired from professional basketball, Target spokesman George Hite said.

Expressing gratitude for Target's consideration, Johnson's agent gave approval for Target to air the commercials. The ads show Johnson using a variety of CE products in a "fun and frolicky" setting, Hite said.

Target also is using the rest of the "Electronics Like Magic" campaign--billboards, in-store signage, checkout paper bags and circulars that feature a smiling Johnson, Hite said.

"Johnson is very popular here," Hite said. "We've had a lot of positive results in selling products." Johnson earns an estimated $10 million to $12 million a year in endorsement contracts, but Hite wouldn't say what Target paid him.

Even before Johnson retired, Target had no intention of renewing Johnson's CE campaign, which began months ago, Hite said. Instead, Target introduced two new celebrity endorsers over Thanksgiving: Betty White, star of the "Golden Girls," and Lloyd Bridges, who starred in such movies as "Airplane II." They appeared in commercials based on this year's Christmas theme, "Season with Ginger and Spice."