First Look: Target’s Holiday Campaign is Bursting with Joy

November 1, 2017 - Article reads in
A young girl and boy, along with Bullseye the dog, look on in wonder

Everyone celebrates the holidays in their own unique ways, but joyful moments with those you love? That’s truly universal. No matter how you mark the season or who’ll be at your table or by your side, we’re here to help you find everything you need to make your favorite holiday moments with your loved ones unforgettable. That’s the whole idea behind our 2017 holiday campaign, “Together’s the Joy.”

“Target’s at our best when we’re focused on what means the most to our guests. During the holidays, it’s joyful moments with those who matter most,” says Rick Gomez, Target executive vice president and chief marketing officer. "This is the sentiment guests will feel throughout our body of work this season, all set against the backdrop of red, white and Bullseye, our iconic mascot and the star of our campaign. It’s unmistakably Target, complete with a compelling storyline that will engage guests throughout the entire season.”

And of course, the storyline’s packed with magic that brings the joy of the holidays to life like only Target can. “The entire broadcast campaign focuses on two kids and their dog, Bullseye, who viewers will be introduced in the spot that airs today,” says Todd Waterbury, Target's chief creative officer. “They discover a house with the potential to be the perfect home for their family’s holiday celebrations. They rally their friends—toys and humans—to work together to get the house ready for their holiday celebrations. Along the way, the team consults different characters and experts to create different rooms with special touches designed to make each guest feel welcome and at home. As we launch more spots throughout the season, we’ll see the cast of characters continue to come together and make progress on the house renovation for a special family, while also integrating our deals and products like apparel, décor and gifting.”

That home renovation theme—yep, it’s inspired in part by our friends (and our new line with) Chip and Joanna Gaines. “In the launch spot, the house that is being renovated is inspired by the dollhouse that will be offered from Hearth & Hand with Magnolia,” says Waterbury. “Not only is it fun way to integrate this beautiful new, only-at-Target brand, it introduces that sense of magic and wonder that’s always been part of our holiday marketing.  As we put a more focused effort on reaching audiences beyond families with kids, our new owned brands like A New Day, Project 62 and Goodfellow & Co., will be featured throughout the broadcast campaign as great options for gifting—and beyond—this holiday season.”

Ready for a peek? Check out our first holiday spot, which debuts today:

And the adventure’s just beginning—stay tuned as the story plays out all season long, from pre-Thanksgiving set-up and finding the perfect gift to the last-minute rush before Christmas. 

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