What I Learned from a Michael’s Campaign That Missed the Mark

Not every campaign hits the sweet spot—and sometimes, those near-misses are the ones that teach us the most. One of my recent spec ads for Michael’s (yes, the beloved craft store) is a perfect example.This campaign was a reminder that clever doesn’t always mean clear, and that understanding your audience means more than just identifying a vibe.

The Assignment: Create a Summer Campaign for Michael’s

The prompt seemed simple enough:Design a seasonal campaign for Michael’s.

Michael’s, a store synonymous with craft supplies, art tools, and creativity, seemed like a playground for ideas. But here’s where things got tricky—Michael’s doesn’t have one specific customer.

• There are crafters of all levels and mediums.

• Teachers stocking up for projects.

• Parents organizing summer parties.

• College students decorating dorms.

• Adults revisiting hobbies or planning events.

  
  

Trying to define the Michael’s shopper in a single sentence? Nearly impossible.

The Idea Spark: Leaning Into Summer

When the audience felt too broad, I shifted focus: What does summer mean to people?

I made a list of imagery and themes:

• Fresh fruit

• Barbecues

• Fireworks

• Lightning bugs

• Summer wreaths & 4th of July crafts

  
  

These were universal, emotional cues—moments that anyone, regardless of age or profession, could connect to. This became the new anchor of my concept.

The Creative Hook: Cricut, Sunshine & Lemonade

While researching summer crafts, I came across a popular tool: the Cricut (pronounced like cricket).

What is a Cricut?A Cricut is a smart cutting machine that allows users to craft everything from greeting cards to vinyl decals and iron-ons. It’s a staple in many advanced craft projects and beloved by DIY pros.

The wordplay idea hit:“Cricut, Sunshine & Lemonade.” Tagline: We summer at Michael’s. It sounded fun, fresh, and slightly whimsical—perfect for the right audience.

The Flaw: Not Everyone Knows What a Cricut Is

This is where the campaign faltered.Not everyone knows how to pronounce Cricut, let alone what it does. For the uninitiated, the headline read like a typo—or worse, a confusing in-joke.

Worse still, I’d accidentally narrowed the audience by focusing on a specific crafting tool that doesn’t represent all Michael’s customers. While the message could resonate with hobbyists who use Cricuts regularly, others might feel excluded or confused.

The Lesson: Clever Isn’t Always Effective

This campaign reminded me of an important truth in copywriting:

If your audience can’t get in on the joke, it’s not working.

As writers, we love wordplay, cleverness, and the rush of a “eureka” moment. But sometimes, in chasing the spark, we forget to bring the audience along for the ride.

I learned that broad appeal doesn’t mean bland—it just means being intentional. Next time, I’ll test that headline with a friend who’s never touched a glue gun.

Final Thought

Cricut, sunshine, and lemonade may sound like a charming summer, but a campaign needs more than charm—it needs clarity, accessibility, and a deep understanding of who it's for.

And honestly? I’m grateful this one didn’t land the way I hoped. It taught me to pause, zoom out, and make sure the audience is sitting at the table with me—laughing with me, not left wondering why.