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.
Credits:
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
The bra one feels like it came from the idea of a man – no bra is that comfy, sorry Target. I like the Nonna tested ad – cute.
Target is a brand in trouble. It needs something that’s a) branded and b) aspirational, not this.
These iconic brands needs to be deserved better than this. The ads feel generic, the tone isn’t (even close to) Target and there is very little branding. In addition the idea ‘That’s Target’ says nothing about the brand and doesn’t help the organisation decide what is and is not Target. I’m sorry but the sooner this comes and goes, and a better platform idea is developed the better off Target will be.
Target and AJF need to read Building Distinctive Brand Assets. Target used to have it right – I can guarantee you nobody will still be paying attention by the time the brand is reveled.