• by Karlene Lukovitz  @KLmarketdaily, December 6, 2023

On Tuesday night, Target became the first brand to use Proto hologram technology in a television ad, according to the tech company.

The long-format (1 minute, 44 seconds) ad (video below), aired during “Jimmy Kimmel Live,” showed startled Target shoppers reacting to what appeared to be Kimmel sidekick Guillermo shrunk down to doll size and talking to them from inside a toy box, courtesy of a hologram beamed into a store.

Although this is its first use in a TV ad, Proto has been used previously for marketing events by Netflix, Disney, Spotify, SeatGeek, the NFL, NHL, NBA, Verizon, AT&T, Audi, Kia, Rolling Stone and other brands.

It has also been integrated into content several times on Kimmel's show, including for People magazine's reveal of Patrick Dempsey as the "Sexiest Man Alive" and Chris Pratt and Kimmel beamed to Disneyland) as well as numerous other shows, including "America's Got Talent," "Today," "Hulu's The Kardashians," and CBS Sports HQ's coverage of the Super Bowl and NCAA finals.