Target’s New Style

Target Stores this week breaks two TV spots from Carmichael Lynch, the Minneapolis agency’s first for the retailer.
The ads support Target’s spring promotion, themed “Grab your own style.” With the stores’ new bed and bath collection as its centerpiece, the promotion shows how Target can help customers lend their own sense of style to their homes, agency sources said.
Carmichael Lynch developed the theme in conjunction with Target officials. Each 30-second spot features two 15-second vignettes; both spots close with the “Grab your own style” tagline.
One spot, “Sailboats/Flowers,” begins with a shot of a man sleeping. The camera pulls back, revealing that his image is on the sail of a boat floating on a tranquil bay. A voiceover announces, “Freedom Bay. Part of the bed and bath collection at Target.” The second half of the ad, touting the Garden Estate portion of the collection, shows a woman’s bed sprouting flowers.
The program is supported by print ads appearing in newspapers and national magazines. The print work was developed by Target’s in-house agency. Target parent Dayton Hudson Corp. has traditionally eschewed agency of record relationships, choosing instead to work with a roster of agencies that also includes Minneapolis agencies Martin/Williams, HMS Partners, Kruskopf Olson and Peterson Milla Hooks; as well as Leo Burnett in Chicago, Kirshenbaum, Bond and Partners in New York and Bates Southwest in Houston.