Ideally, if it's a commercial, the answer should be "concept," right? That's the point of a commercial, after all... to inform or promote a brand by sparking the viewer's interest in some way.
A lot of creative agencies are great at both parts -- linking the name and the image seamlessly (TBWA\Chiat\Day, for one, have done wonderful advertisements for Apple, Pedigree and other clients)... but I'd argue that more often than not, ideas get lost in translation.
For me, this commercial gets the concept across after a couple of views (need time to absorb everything), but my mind just doesn't connect it to "Target." I register all the colors -- which is what the commercial is getting at -- but I think I'm too accustomed to Target's distinctive red-and-white, "sans serif," etc. etc. branding initiative, so this commercial reflects a different style, different brains behind the whole thing and so forth. (I guess that's why they show the Target logo at both the beginning and end of the commercial... to reinforce the brand.) "Different" is not necessarily bad, but it certainly requires more precision on the ad agency's part to make sure viewers are able to link everything together.
Would love to hear your thoughts!
Some more of my favorite stop-motion videos...
This Is Where We Live from 4th Estate on Vimeo.
(via Thinking Aloud, Love Letter to the Universe, hagebutten and emails from my friend Lydia)