Target launches first brand campaign in 7 years via AJF

Target has launched its first brand campaign in seven years via AJF, titled ‘That’s Target’.

Target’s previous campaigns, such as its Christmas 2021 campaign and 2019 activewear campaign, have been either seasonal or to launch a specifical collection.

The spots for the campaign see people in various predicaments with their problems solved through Target products.

In the ‘Nonna Tested’ 30-second spot, a woman is fed by her grandmother until she is full. It is then revealed she is wearing stretch denim jeans from Target.

In another spot, titled ‘Forgot It’s On’, a woman ransacks her bedroom searching for a bra from Target, before she realises she’s wearing it.

Target general manager of marketing Jamima White said: “We want to build on Target’s iconic history and get back to what Target has always been famous for, affordable quality for everyday life. Quality that lasts longer, performs better and doesn’t cost the earth. Quality families can trust.

“At Target, we are firmly looking to the future and the growth in online shopping allows us to reach more people across Australia than ever before. We are so excited to bring this innovative campaign to life with a fully integrated, omni-channel media program across owned and paid channels.”

AJF chief creative officer Joshua Stephens said: “Target is a brand that was built on understanding real Aussie families and how they live. This campaign doesn’t shy away from proving Target products stand up to the test of real life — including things like 3am wake-ups and tantrums in all their wonderful, messy glory.”

The campaign will launch this 13 February, running across Australia on TV, out-of-home (OOH), social, online video and instore.


Client: Target

General Manager of Marketing: Jamima White

Head of Brand and Marketing: Nicole Gillard

Head of Creative: Nunzio Miano

Senior Marketing Manager, Brand and Communications: Laurelle Esse

Brand and Marketing Communications Manager: Hannah Summerill

Creative agency: AJF

Executive Creative Director: Joshua Stephens

Chief Strategy Officer: Pieter-Paul von Weiler

Client Partner: Emily Pockley

Creative Director: George Freckleton

Account Director: Sarah Naumoski

Art Director: Jess Van De Vlierd

Senior Copywriter: Melanie Stevens

Copywriter: Carly Dallwitz

Senior Strategist: Elyse Scott

Senior Producer: Liesel Haug

Account Manager: Samuel Simpson

Media: OMD

Production: Finch

Director: Alex Roberts

Producer: Kate Menzies

DOP: Matt Toll

Post Production: The Editors

Music composition: Stephen Rae

Sound: Sam Hopgood, Bang Bang


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