Parents are saved the heartache of DIY in Target’s Christmas ad

Christmas can be hard on parents, especially those who go to the extremes of DIY to provide the magic. But in its Christmas ad, Target is offering families the easy way out, showing everything they need is in-store.

Created by AJF Partnership – whose parent company GrowthOps entered a trading halt this week as it attempts to delist from the ASX – the ad follows a mum and dad travelling far and wide to find the perfect Christmas tree, make their own toys, and catch the freshest turkey.

“Parents put so much hard work into making Christmas special for their families,” AJF’s executive creative director Josh Stephens said.

“This campaign is all about acknowledging the exhausting lengths we go to, but also highlighting how Target can make it so much easier to find all the special things we need.”

Target’s general manager of marketing, Mark Verbrugge, added: “With the great work Target has done in making the quality of our products and shopping experience both online and in-store better, naturally we wanted families all over the country to look at Target as the better destination for all things Christmas.

“This campaign celebrates the breadth and quality of our offering which ultimately helps to create memorable and meaningful moments for our customers and their families.”

Stephens praised Target’s exploration of the Christmas category this year.

“Target has really stepped up the quality and style of their Christmas collection, and we wanted to deliver that message with a knowing smile,” he said.


Client – Target
General Manager, Marketing: Mark Verbrugge
Head of Brand Communication and Customer Experience: Nicole Gillard
Head of Creative: Nunzio Miano
Snr. Marketing Manager Brand & Communications: Laurelle Esse
Marketing Specialist: Hannah Summerill

Agency – AJF Partnership
Executive Creative Director: Josh Stephens
Head of Strategy: Pieter-Paul Von Weiler
Group Account Director: Emily Pockley
Creative Director: George Freckleton
Copywriter: Carly Dallwitz
Art Director: Jess van der Vlierd
Senior Account Manager: Lucy Bell
Senior Producer: Liesel Haug
Planner: Hayley Read

Production company: Sweetshop
Director: Joel Harmsworth
Producer: Niko Aulich
Executive Producer: Greg Fyson
Managing Director: Edward Pontifex
Offline / Grade / Online: Arc Edit
Editor: Graeme Pereira
Music Studio: Rumble Studios
Composer: Adam Moses
Music Executive Producer: Michael Gie
Sound: Final Sound

Media – OMD
Business Director: Mandie Gilchrist
Account Manager: Andy Mitchell


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