Dayton Hudson is rolling out a holiday campaign for its department store division. For the second consecutive year, the work has been developed by Peterson Milla Hooks in Minneapolis.
A series of six TV spots carries the new holiday tagline, "Where the gifts are." The agency is customizing the spots by market to carry the logos of Dayton's, Hudson's or Marshall Field & Co. department store chains.
"We wanted to capture the atmosphere of the perfect shopping experience and that old department feeling," said Dave Peterson, agency creative director. The spots use voiceovers of adults recalling their shopping experiences as children, seeking the right gift for parents in the spacious elegance of a traditional department store.
Dayton Hudson traditionally has moved assignments among several agencies that work on a project basis. PMH created Dayton Hudson's holiday department store campaign last year and was asked to handle the assignment again this year. Spots began airing in some markets last week and will roll out throughout the month.
"Good work begets good work, I guess," Peterson said. "We're grateful for the opportunity to handle the holiday work for them again."