Targét Everyday

It’s a discovery that turns an ordinary moment into an extraordinary one. It’s a feeling so good that consumers gave it a name – Targét.

But with competitors trying to get rid of in-store shopping for good, Target needed to put a stake in culture and remind people of the irreplaceable magic of shopping at Target.

So, we created a fall style campaign to evoke that very spirit. The colorful, poptimistic visuals are all accompanied with words that rhyme with Targét—without Target ever explicitly saying the word.

We premiered a :30 anthem film during the 70th Primetime Emmy Awards. And, because it isn’t a Target commercial without an iconic track, we partnered with funk/soul legend Chaka Khan to spread the Targét feeling with her latest single, “Like Sugar.”

We adapted the campaign to Target’s spanish-speaking audience using hispanic insights and iconic pop culture moments, with our spots all set to the smash hit “Medicina” by Anitta.