Police escort, drones and dog help deliver forgotten gift as Target begins Christmas push
Target has released its annual Christmas campaign, this time telling Australians “to give a little love” and help make the world a better place.
Created by its ad agency of record, AJF Partnership, the one minute advertisement is backed to Dionne Warwick’s version of ‘What the World Needs Now’ and features a boy who leaves his mum’s Christmas present on a street bench, which in turn starts a quest to return the gift.
The community rallies together to beat the boy home and ensure the gift arrives on time.
Kenton Elliot, general manager of marketing at Target, said in a statement: “At Target, we understand that giving is the ultimate act of love at Christmas.
“This campaign celebrates the joy of giving and celebrates the breadth of our offering. Especially at Christmas, we want to give our customers everything they need to create memorable moments for their families.”
The campaign is running across TV, cinema, online and social media.
Josh Stephens, creative director at AJF Partnership, added: “We wanted to create a piece that embraced the magic of goodwill at Christmas, but with a little bit of edge. Target’s summer fashion and on-trend decorations and gifts have allowed us to do just that.”
Credits:
- Client: Target Australia
• General Manager, Marketing: Kenton Elliot
• Head of Brand Communication and Customer Experience: Nicole Gillard
• Head of Creative: Nunzio Miano
• Brand Marketing Manager: Laurelle Esse
• Campaign Manager: Lauren Conte - Agency: AJF Partnership, a GrowthOps Business
• Executive Creative Director: Josh Stephens
• Head of Strategy: Jacqueline Witts
• Group Account Director: Emily Pockley
• Creative Director: David Klein
• Senior Copywriter: Georgie Hanby
• Account Director: Tess Porter
• Strategic Planner: Hayley Read
• Account Manager: Lucy Bell
• Senior TV Producer: Liesel Haug - Production: Revolver
• Director: Stephen Carroll
• Producer: Alice Grant - Media planning and buying: OMD
Abigail Dawson was Mumbrella's senior content journalist covering event content. She left Mumbrella to move into an agency role in 2020.
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What an absolute tosh piece for a Christmas launch. How did they know where to deliver the parcel to? Where in Melbourne is that roof top pool? How did the dog not rip the box apart? Sure there are some nice visuals but the ad just does not make sense. Another nail in the creative coffin that is Australian tv ‘advertising’.
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