Helping all families discover the joy of everyday life? That’s our purpose 24/7. And this holiday season, we're making sure even more guests than ever before see themselves in our ads with a series of warm and welcoming vignettes. Inside: a handful of ways guests celebrate diverse traditions, both new and nostalgic, and gestures both small and grand.
The campaign, which builds on our “What We Value Most Shouldn’t Cost More,” campaign, debuts today and features a remake of The Emotions’ song “Best of My Love” produced and performed by the Black Pumas with Sofia Reyes.
“We know everyone celebrates the holidays a little differently, from longstanding family traditions to unique celebrations created with new friends, and everything in between,” says Cara Sylvester, chief marketing and digital officer, Target. “Regardless of how guests choose to celebrate, we believe that connection and community are universal, and this year’s holiday campaign provides an opportunity for Target to connect with all of our guests while helping them discover the joy that’s within reach every day throughout the season.”
Demonstrating what Target values
The spot is just one example of how Target’s commitment to diversity and inclusivity is part of everything we do. It extends to the teams behind the lens as we continue toward our work to advance equity across underrepresented groups in the creative industry. One example: Target Creative, in partnership with our creative agency, Mother, collaborated with woman-owned production companies Little Minx and Merman and directors child. and Sing Sing to produce our largest campaign of the year.
And, together with media agency, Essence, we also significantly increased our spending with diverse media partners to ensure this work reaches all guests. Both are moves that help us better reflect the lived experiences of our diverse guests and team members, and advance inclusion and equity in the advertising industry.
Enjoy the video, then follow along for more holiday news at Target. (And don’t forget to check out Bullseye’s Top Toys, Top Tech and the extra-colorful LEGO Collection x Target for more gifting inspiration.)