VIDEO: Target Canada employees apologize for disappointing shoppers

In a desperate attempt to win back frustrated shoppers, Target Canada, clearly in full crisis-management mode, has created a heartfelt apology video, which is embedded above. In the clip, a number of Target employees are surprisingly frank about how they’ve messed up. It’s Damien Liddle, Target’s senior corporate counsel, who sums it up best: “Maybe we didn’t put our best foot forward when we entered into Canada,” he says. “Certainly we know we’ve disappointed our Canadian guests.” But of course, because it’s a promotional ad, the underlying message is a positive one. (As a member of the brand team says, “We’re headed in the right direction now, for sure.”) Putting human faces on the issues is a clever move, and might even make shoppers pity the company’s hardworking employees. After all, everyone loves a comeback story.