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Target unwraps high-concept holiday ads focused on gift-giving academy

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Target unwraps high-concept holiday ads focused on gift-giving academy

Actor D’Arcy Carden serves as Chief Giftologist in a new campaign that will be supported by a bigger creator push around YouTube and TikTok.

NEW YORK — Target is welcoming holiday shoppers into the Academy of Giftology for a holiday campaign debuting in early November. The holidays are a key moment for retailers and Target is trying to keep up momentum for a turnaround plan that is starting to produce results.

Its latest seasonal effort, which was previewed at an event for press and analysts Tuesday, centers on a school with courses catering to different needs for gift-givers who are seeking more meaningful presents rather than just the cheapest ones. A Kidology Lab highlights trending toys while a Department of People Who Want Nothing works to identify what the most tight-lipped friends and family actually desire.

The idea comes to life in glossy ads for streaming and linear TV and social-first and creator-led content that the brand sees as important elements of its consumer outreach. Aspects of the academy’s design, such as plaid gift-wrapped decor, will also be reflected in Target stores, tying the ad creative closer to the brick-and-mortar experience.

“It was really important that we started with the store as our center place because that's the most important marketing vehicle, honestly, for our guests to engage with our brand,” said Target Chief Brand Officer Michelle Mesenburg. “It’s where they spend the most time, where they’re most immersed in our brand.



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