© 2026 ABC News

My family and I have never heard of this company.

— DGM_Alex (@acl163) November 5, 2014

I didn't know the pic was taken or tweeted until my store manager showed me.

— DGM_Alex (@acl163) November 5, 2014

Lee has only worked at Target for three months, and went from 144 Twitter followers to 590,000 in days, according to an interview taped Tuesday that will air on “The Ellen Degeneres Show” this afternoon.

\"PHOTO:
Michael Rozman/Warner Bros
PHOTO: Alex Lee appears on "The Ellen DeGeneres Show," Nov. 5, 2014.
>

Target says it is not affiliated with Breakr or the creation or distribution of the photo.

\"PHOTO:
Michael Rozman/Warner Bros
PHOTO: Alex Lee appears on "The Ellen DeGeneres Show," Nov. 5, 2014.
>
\"PHOTO:
Michael Rozman/Warner Bros
PHOTO: Alex Lee arrives on "The Ellen DeGeneres Show," Nov. 5, 2014.
>","canonicalUrl":"https://abcnews.com/Business/alexfromtarget-is16-years-marketing-ploy/story?id=26702323","legacySlug":"/news/story/alexfromtarget-is16-years-marketing-ploy-26702323","noIndexNoFollow":false},"publishTime":"15:10","publishDate":"11-05-2014","updatedTime":"20:25","updatedDate":"11-05-2014","socialImage":{"alt":"Alex Lee became an overnight celebrity after a photo of him working at Target went viral.","credit":"Michael Rozman/Warner Bros","ratio":"16x9","url":"https://s.abcnews.com/images/Business/HT_alex_target_ellen2_16x9_1600.jpg","width":992,"height":558},"datePublished":"11/5/2014 15:10:00 GMT","video":{"live":false,"id":26702323,"headline":"AC","mediaAssetTitle":"KIM_Alex from Target_141105","description":"Marketing company that claimed to mastermind the campaign has changed its tune.","duration":"2:15","posterImg":{"url":"https://s.abcnews.com/images/GMA/default-img-undefined.png","width":608,"height":342},"video":{"feed":"https://service-pkgabcnews.akamaized.net/opp/hls/abcnews/i/abcnews/2014/11/141105_gma_holmes_0748_,800,1200,1800,2500,3200,4500,.mp4.csmil/playlist.m3u8"},"playlist":["137060236","137028746","136712647"]},"relatedItems":[{"contentType":"video","date":"October 7, 2026","headline":"French protests as hundreds of schools partially shut down this week","section":"News","slug":"/video/137060236","id":"137060236","image":{"alt":"VIDEO: French protests as hundreds of schools partially shut down this week","credit":"ABCNews.com","ratio":"1x1","url":"https://s.abcnews.com/images/GMA/261007_gma_burridge_france1_713_hpMain_1x1_608.jpg","width":384,"height":384},"images":{"alt":"VIDEO: French protests as hundreds of schools partially shut down this week","credit":"ABCNews.com","crops":[{"16x9":{"small":"https://s.abcnews.com/images/GMA/261007_gma_burridge_france1_713_hpMain_16x9_608.jpg","medium":"https://s.abcnews.com/images/GMA/261007_gma_burridge_france1_713_hpMain_16x9_992.jpg","large":"https://s.abcnews.com/images/GMA/261007_gma_burridge_france1_713_hpMain_16x9_1600.jpg"}},{"9x16":{"small":"https://s.abcnews.com/images/GMA/261007_gma_burridge_france1_713_hpMain_9x16_608.jpg","medium":"https://s.abcnews.com/images/GMA/261007_gma_burridge_france1_713_hpMain_9x16_992.jpg","large":"https://s.abcnews.com/images/GMA/261007_gma_burridge_france1_713_hpMain_16x9_1600.jpg"}},{"1x1":{"small":"https://s.abcnews.com/images/GMA/261007_gma_burridge_france1_713_hpMain_1x1_608.jpg","medium":"https://s.abcnews.com/images/GMA/261007_gma_burridge_france1_713_hpMain_1x1_992.jpg","large":"https://s.abcnews.com/images/GMA/261007_gma_burridge_france1_713_hpMain_1x1_1600.jpg"}}]}},{"contentType":"video","date":"October 6, 2026","headline":"How abandoned mines across America are wreaking havoc on homeowners","section":"News","slug":"/video/137028746","id":"137028746","image":{"alt":"VIDEO: How abandoned mines across America are wreaking havoc on homeowners","credit":"ABCNews.com","ratio":"1x1","url":"https://s.abcnews.com/images/GMA/261006_gma_job_mines1_741_hpMain_1x1_608.jpg","width":384,"height":384},"images":{"alt":"VIDEO: How abandoned mines across America are wreaking havoc on homeowners","credit":"ABCNews.com","crops":[{"16x9":{"small":"https://s.abcnews.com/images/GMA/261006_gma_job_mines1_741_hpMain_16x9_608.jpg","medium":"https://s.abcnews.com/images/GMA/261006_gma_job_mines1_741_hpMain_16x9_992.jpg","large":"https://s.abcnews.com/images/GMA/261006_gma_job_mines1_741_hpMain_16x9_1600.jpg"}},{"9x16":{"small":"https://s.abcnews.com/images/GMA/261006_gma_job_mines1_741_hpMain_9x16_608.jpg","medium":"https://s.abcnews.com/images/GMA/261006_gma_job_mines1_741_hpMain_9x16_992.jpg","large":"https://s.abcnews.com/images/GMA/261006_gma_job_mines1_741_hpMain_16x9_1600.jpg"}},{"1x1":{"small":"https://s.abcnews.com/images/GMA/261006_gma_job_mines1_741_hpMain_1x1_608.jpg","medium":"https://s.abcnews.com/images/GMA/261006_gma_job_mines1_741_hpMain_1x1_992.jpg","large":"https://s.abcnews.com/images/GMA/261006_gma_job_mines1_741_hpMain_1x1_1600.jpg"}}]}},{"contentType":"video","date":"September 24, 2026","headline":"Tracking the Nor'easter impacting the East Coast ","section":"News","slug":"/video/136712647","id":"136712647","image":{"alt":"VIDEO: Tracking the Nor'easter impacting the East Coast and hurricane heading for Hawaii","credit":"ABCNews.com","ratio":"1x1","url":"https://s.abcnews.com/images/GMA/260924_gma_zee_storm1_hpMain_1x1_608.jpg","width":384,"height":384},"images":{"alt":"VIDEO: Tracking the Nor'easter impacting the East Coast and hurricane heading for Hawaii","credit":"ABCNews.com","crops":[{"16x9":{"small":"https://s.abcnews.com/images/GMA/260924_gma_zee_storm1_hpMain_16x9_608.jpg","medium":"https://s.abcnews.com/images/GMA/260924_gma_zee_storm1_hpMain_16x9_992.jpg","large":"https://s.abcnews.com/images/GMA/260924_gma_zee_storm1_hpMain_16x9_1600.jpg"}},{"9x16":{"small":"https://s.abcnews.com/images/GMA/260924_gma_zee_storm1_hpMain_9x16_608.jpg","medium":"https://s.abcnews.com/images/GMA/260924_gma_zee_storm1_hpMain_9x16_992.jpg","large":"https://s.abcnews.com/images/GMA/260924_gma_zee_storm1_hpMain_16x9_1600.jpg"}},{"1x1":{"small":"https://s.abcnews.com/images/GMA/260924_gma_zee_storm1_hpMain_1x1_608.jpg","medium":"https://s.abcnews.com/images/GMA/260924_gma_zee_storm1_hpMain_1x1_992.jpg","large":"https://s.abcnews.com/images/GMA/260924_gma_zee_storm1_hpMain_1x1_1600.jpg"}}]}}],"relatedContentSection":"news","schemaContent":{"name":"AC","description":"Marketing company that claimed to mastermind the campaign has changed its tune.","duration":"2:15","uploadDate":"11-05-2014","publication":"11-05-2014","images":"https://s.abcnews.com/images/GMA/default-img-undefined.png","url":"https://service-pkgabcnews.akamaized.net/opp/hls/abcnews/i/abcnews/2014/11/141105_gma_holmes_0748_,800,1200,1800,2500,3200,4500,.mp4.csmil/playlist.m3u8","contentUrl":"https://service-pkgabcnews.akamaized.net/opp/hls/abcnews/i/abcnews/2014/11/141105_gma_holmes_0748_,800,1200,1800,2500,3200,4500,.mp4.csmil/playlist.m3u8","link":"https://www.goodmorningamerica.com/news/story/alexfromtarget-is16-years-marketing-ploy-26702323"}},"playlist":[{"id":"137443017","contentType":"story","section":"news"},{"id":"137471181","contentType":"story","section":"news"},{"id":"136253720","contentType":"story","section":"news"},{"id":"137220313","contentType":"story","section":"news"},{"id":"137234817","contentType":"story","section":"news"},{"id":"137147457","contentType":"story","section":"news"},{"id":"137132187","contentType":"story","section":"news"},{"id":"136945841","contentType":"story","section":"news"},{"id":"136945748","contentType":"story","section":"news"},{"id":"136930796","contentType":"story","section":"news"},{"id":"136874802","contentType":"story","section":"news"},{"id":"136841854","contentType":"story","section":"news"},{"id":"136766868","contentType":"story","section":"news"},{"id":"136694294","contentType":"story","section":"news"},{"id":"136682772","contentType":"story","section":"news"},{"id":"136631130","contentType":"story","section":"news"},{"id":"136644492","contentType":"story","section":"news"},{"id":"136623234","contentType":"story","section":"news"},{"id":"136614308","contentType":"story","section":"news"},{"id":"136605272","contentType":"story","section":"news"}],"kvps":{"pgtyp":"article","lang":"en","sp":"goodmorningamerica","programmatic":"true","bundleId":"com.abcnews"}},"analytics":{"accountID":"wdgnewwdgnewgmaweb","ns":"gma","pageName":"gma:news:video","pageType":"video","globalSpecVersion":"v1.08","siteDifferentiator":"gma:site","tagID":"g_page01","userABCookie":"0","section":"news","title":"AC","pubTime":"10:10","pubDate":"11-05-2014","modTime":"15:25","modDate":"11-05-2014","taxonomyTags":"none","id":26702323,"editorialOtherSubjects":"","wordCount":"none","columns":"none","authors":"","authorsUnit":"none","authorsBureau":"none","subBrand":"Good Morning America","provider":"Good Morning America","videoName":"AC","mediaAssetTitle":"KIM_Alex from Target_141105","videoId":26702323,"mediaOnPage":"video","legacySlug":"/news/story/alexfromtarget-is16-years-marketing-ploy-26702323"},"taboola":{}},"request":{"headers":{},"httpVersion":"1.1","method":"GET","url":"/video/26702323","vary":{"host":"www.goodmorningamerica.com","cached":true,"path":"/video/26702323","forwarded-proto":"https","device":"desktop","userab":"0"}},"viewport":{"width":1260,"height":0},"user":{}};