Target's holiday dreams are set on a sea of whipped cream and feature a giant octopus made of Twizzlers and plenty of talking toys. "The Holiday Odyssey" campaign features three children, along with faithful pup Bullseye, embarking on an adventure-filled quest to light a Christmas tree in a land of toys and the occasional dessert. This is the Minneapolis-based retailer's fourth holiday campaign with 72andSunny.
"We have landed in a place this Christmas that will separate us from the pack," said Jeff Jones, CMO at Target. The campaign includes 12 commercials in 60-second and 30-second iterations, which will begin airing on TV Nov. 4. The spots are meant to tell a single story throughout the season, with spots dedicated to supporting specific events like Thanksgiving, Black Friday and even the premiere of the newest installment of Star Wars. "This story resolves in an awesome way -- an odyssey linked to the seasons and how people go through shopping," explained Mr. Jones.
Target is dedicating a whopping 61% of its media spending to digital, up from 51% last year. Mr. Jones said the company is spending less on print and outdoor advertising and more on social media and mobile. "That's where our consumer is," he said.