Target’s 2017 Easter campaign has ditched the eggs in favour of kids pyjamas and a belting INXS track.
The TVC depicts peacefully sleeping children, who wearily drag themselves out of bed in search of eggs as the excitement and anticipation proves too much, much to the delight of their parents.
While chocolate remains the most popular gift for the Easter period and is traditionally coupled with images of chocolate-covered faces, there is also an increasing desire for non-chocolate based gifts. Target has families covered with a great range of kids’ pyjamas, including printed baby coveralls for $10 or colourful boy’s and girl’s flannelette pyjama sets for only $12.
Target general manager, marketing Kenton Elliot said, “At Target, families and connecting with them are at the centre of who we are. This campaign gives us the opportunity to showcase our range of fashionable children’s sleepwear and Easter gifting.”
The campaign was created by AJF Partnership Melbourne, directed by Pete Moore of 13&Co with media planning and buying by OMD.
AJF partnership executive creative director Josh Stephens said, “This is the second instalment in a new direction for Target utilising the iconic INXS track New Sensation. It’s exciting seeing the great new on-trend product coming into Target and we’re having a great time showing it off in the work on the way to bringing this much loved Aussie brand back.”
Target’s Easter campaign will run for three weeks across TV, digital, in-store and catalogue, launching on Thursday March 30 in major and regional markets. Online sees a “Caption This” competition, shoppable TVC and bespoke gifting placements across Facebook. The in-store experience highlights the Egg Price Guarantee and Allergy Free Easter Treats.