Target Australia is urging people to give a little love in its Christmas advert.
The spot, titled 'The Gift', narrates the story of a boy who bought a gift for his mother but forgets it on a bench at the station. A girl takes notice and passes the gift to some skateboarders who then pass it on to an athlete and, eventually, the entire city gets together to return the gift to the boy.
The song in the background is Burt Bacharach's track ‘What The World Needs Now’, sung by Dionne Warwick.
The campaign was created by AJF Partnership, and directed by Stephen Carroll from Revolver, with media planning and buying by OMD.
It will run across TV, cinema, online and social media.
Target’s general marketing manager, Kenton Elliot, said, “At Target, we understand that giving is the ultimate act of love at Christmas. This campaign celebrates the joy of giving and celebrates the breadth of our offering. Especially at Christmas, we want to give our customers everything they need to create memorable moments for their families.”
AJF Partnership executive creative director, Josh Stephens, said, “We wanted to create a piece that embraced the magic of goodwill at Christmas, but with a little bit of edge. Target’s summer fashion and on-trend decorations and gifts have allowed us to do just that.”
