For years, people across America have been calling Target “Tar-zhay” with a fancy French accent because of the elevated sense of style, joy and optimism that Target products bring to the everyday. So, in the Fall of 2018, we created a campaign that finally nods to the term created by the people with clever vignettes that all rhyme with “Tar-zhay”. These vignettes across TV, Out-Of-Home, digital and social led people to say “Tar-zhay” through the rhyming cadence, without the brand actually having to say it. Instead, we got playful with one of the most iconic logos by flashing an accent mark over it at the end of our TV spots.
Here are some examples of the unprecedented Out-Of-Home campaign in New York, Los Angeles, Minneapolis, Miami, and Chicago, along with the anthem film that debuted during the 2018 Emmy Awards.