Peterson Milla Hooks and Target confirmed their longtime relationship was over back in May. Now, we get a sneak peak at the agency's final campaign for the cheap-chic retailer.
PMH's swan song promotes the Missoni for Target line, which will be available from Sept. 13 to Oct. 22 and includes apparel, accessories and home furnishings ranging in price from $2.99 to $599.99. Most items retail for under $40. It is Target 's largest limited-time designer collection to date.
The campaign includes a 30-second TV spot shot in Milan featuring Margherita Missoni, granddaughter of the fashion house's founders. A 20-page insert in the September issue of Vogue was also handled by PMH. The Missoni campaign, in many ways, is the perfect adieu for the Minneapolis-based indie shop. The brand's whimsical, brightly colored prints and patterns are well-suited for the type of fresh, cheery ads the agency has churned out for Target over the past dozen years.
PMH began working with Target in the 1990s, first on print ads. But in 1999 Dave Peterson, creative director and founder of Peterson Milla Hooks, was charged with coming up with a branding campaign that would define the retailer's DNA. He decided to focus on Target 's simple red logo. "It was fun, designery and fashiony," he told Ad Age in 2000. "It was a byproduct of the times we are living in."
The resulting 1999 spots featured "Bull's-Eye World," a funky place where cheerful blondes served up red target -shaped Jell-O molds and grooved to Petula Clark's "Sign of the Times" in a room papered with Target logos. The campaign established the bull's-eye as an advertising icon and further honed Target 's position as the purveyor of cheap chic. It also earned Target a nod as Advertising Age's Marketer of the Yearin 2000.
Since then, PMH has delivered plenty of memorable campaigns, including "Color My World," "Design for All" and "Hello Goodbuy." It also produced campaigns to promote the retailer's popular design partnerships with labels such as Liberty of London, Michael Graves, Sonia Kashuk and others.
Here, Ad Age and Creativity offer a greatest-hits list of PMH's work for Target .