Fusion Handling Ads for Target’s Racing Team Small Chicago Shop Bests 2 for Assignment From Retailer

Fusion Idea Lab is shooting spots for Target’s racing team after winning the creative assignment for the retailer in a review late last year.

The small Chicago shop bested two undisclosed agencies for the campaign behind the Target/Chip Ganassi racing team. Advertising for the racing circuit was being handled in-house, with some creative farmed out to several unnamed agencies.

Fusion pitched the tagline “Teamwork’s the thing” to win the account, said Fusion president and head creative Michael Oberman. Past spots for Target/Chip Ganassi were more “driver-specific,” he said.

Target officials declined to comment on the selection of Fusion or the campaign.

Fusion’s TV spots for Target were shot in Miami last week and will break at the end of the month. The spots focus on teamwork and the adrenaline rush of auto racing.

The first TV spots kick off the Target team’s year-long CART racing competitions, Oberman said. Print executions will follow in various sport-related magazines.

The spots introduce two new drivers to Target’s team, Brazilian Bruno Junquiera and Frenchman Nicolas Minassian. But the spots focus on the entire team, Oberman said.

The new spots show drivers pulling into the pit as the team, acting in lightening speed, changes tires and refuels the vehicle.

Target also wanted the spots to reflect what drivers experience during a race, Oberman said. As drivers zip around the track, a voiceover says, “Your pulse quickens.” Another says “Your heart beats faster.”

Fusion also will handle creative duties on Target-sponsored Chicago Grand Prix this July, Oberman said.

The Minneapolis-based retailer farms out its advertising to several shops. Suissa Miller, Santa Monica, Calif., for example, handles creative broadcast advertising for Target’s Mervyn’s unit, while Boston-based Arnold Communications handles creative work for Target’s Marshall Field’s stores. Haworth Marketing and Media Co. in Minneapolis handles the retailer’s media buying.