Target first out the gate with 2023 Christmas campaign

This is part of Mumbrella’s 2023 Christmas campaign coverage. Click here to see other articles in the series. 

The first major Christmas spot of the year has landed on our screens, thanks to Target and AJF Partnership.

Putting a new spin on Christmas classic ‘Jingle Bells’, the campaign places Target at the centre of Christmas celebrations, with the rework tune, ‘Target All The Way’.

Other assets:

15 second cut down 

The new work marks the continuation of nine years of creative partnership between the retailer and AJF Partnership, following up on last year’s Christmas campaign, which honed in on the act of gift giving. This year’s message puts a broader focus on Target’s offering right across the Christmas experience.

Target’s GM of Marketing, Jamima White, said: “The Target brand has always been synonymous with making Christmas easier, and this year we know and understand that Australian families are facing more pressures than ever before.

“With ‘Target All The Way’ we want to remind all Australians that we can be their first destination for great gifts for the whole family and for everything you need to create your perfect Christmas, whatever that may look like.”

An example of the outdoor execution

AFJ ECD, Scott Walker, added: “Each year, the Target Christmas campaign gives us the opportunity to create iconic work that can touch all Australians.

“Christmas is a time for celebrating and bringing everyone together and with ‘Target All The Way’ we feel we have created something that will not only put a smile on people’s faces, but will help position Target as the key partner for families for everything they need this festive season.”

The integrated campaign launches this week across Target’s owned platforms, as well as free-to-air and connected TV, out of home, radio, digital, social, online and PR.


Client: Target
GM of marketing: Jamima White
Head of brand & marketing: Corrina Brazel
Marketing manager: Laura Stapleton

Creative agency: AJF Partnership

Media agency: OMD

Production company: Scoundrel
Director: Lucy Knox
Producer: Morgan Benson-Taylor

Photographer: Thom Rigney


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