This week, Peterson Milla Hooks, Minneapolis debuted its final spot for Target, a fun, Bond-like thriller that shows off the brand's latest collaboration with Italian fashion-house Missoni. The partnership between the agency and retailer ended in May, but no doubt was instrumental in cementing Target's status as a design icon. Here, we take a look back at some of the most memorable work produced during the twelve-year run.
It all started in 1999 when PMH creative director Dave Peterson (who steered creative throughout the partnership) decided to make the brand's bullseye logo the heart of an unabashedly playful campaign with a distinctive design sensibility. The red and white circles even made their way onto one of the brand's most memorable representatives, the Target Dog.
Target and PMH's campaigns have been known to turn the average household object--from Cheerios to Windex, into gorgeous works of art.
A trip to MOMA inspired the launch of the "Design for All" campaign after PMH saw that more than 150 household items were on display at a 2004 exhibit, nearly 80 of which were sold at Target stores. This anthem spot was backed by the appropriately spare melody from the Concretes, "Say Something New." It's also a fine example of the perfect pairing of music and visuals that characterize much of PMH's Target broadcast work.
New Yorker Takeover
In August of 2005, for the first time in The New Yorker's 80-year history, the magazine was sponsored by a single advertiser, Target. Conceivably, this could have been a dizzying disaster of concentric circle overkill. But under the creative guidance of PMH, the collaboration ultimately produced a collectors-worthy edition, strewn with red and white tinged works of art by 21 of the world's finest illustrators, including Yuko Shimizu, James Jean, Ruben Toledo, Andre Dubois, Me Company and others.
The work was no less dazzling when Target teamed with pop culture icons like Shaun White and Christina Aguilera, the latter who appeared in this poppy comic-strip actioner.
Target's patronage of great design has also led to collaborations with some of the biggest names in fashion, including Alexander McQueen, Isaac Mizrahi, Proenza Schouler and Liberty of London. Some of the partnerships led to more memorable eye candy, including this floral turn for the latter.
The final spot, starring Margherita Missoni, grandaughter of the fashion house founder, in this chevron-meets-Bond thriller.