Target Christmas Relief for Conscience

Target is encouraging North Americans to consider their range of products this Christmas, picking up the level of anxiety about spending experienced by many people in the wake of the global financial crisis. A television advertising campaign provides a set of scenarios in which those receiving gifts have their conscience relieved when they know the gift “didn’t cost that much”. Each of the ads finishes with the first line of “The Christmas Song”, “Chestnuts roasting on an open fire”.

Target Christmas Relief

The Target Holiday 09 campaign is built upon a single, simple truth–the products you buy at Target are of such high quality that people naturally assume you’ve spent more on them that you did. Target helps Mom and Dad be holiday heroes, without having to compromise expectations or feel guilty for spending more than they should.

When Mother opens her present from Santa Claus she is very grateful to receive a wide screen Toshiba television. Father, holding socks, is a little stunned about how much it might have cost Santa. Awkward moments in front of the children. Click on the image below to play the Thanks Santa video.

A young man offers his girlfriend a string of pearls during a dinner date. But is she happy to receive the gift? Click on the image below to play the There Yet video.

Some family bonding time as Dad fixes up the new television. Click on the image below to play the Is It Working? video.

A young boy walking through Target with his mother asks if Santa shops there. Click on the image below to play the Made By Elves video.

Santa runs through the Target carpark, accompanied by the Ukrainian Christmas Carol of the Bells. Click on the image below to play the Santa Running Late video.


The Target campaign was developed at Wieden+Kennedy Portland by executive creative director Mark Fitzloff and Susan Hoffman, creative directors Monica Taylor and Rob Thompson, copywriter Kevin Jones, art director Aaron Allen, agency producers Kevin Diller and Juliana Montgomery.

Filming was shot by director Harold Einstein via Station Film with executive producer Stephen Orent and producer Eric Liney.

Editor was Chuck Willis via The Cutting Room Films, New York, with executive producer Susan Willis and producer Melissa Lubin.

Graphics were produced at Brand New School by creative director Jens Gehlhaar, art director Ludovic Schorno, producer Josh Wakefield, head of production Darren Jaffe, and executive producer Ned Brown.

VFX were produced at A52 by VFX supervisor Andy McKenna, Flame artist Jesse Monsour, producer Pete King.

Audio post was by Eric Stolberg at Digital One with producer Cameron Shaw.

The Christmas Song was written in 1944 by vocalist Mel Tormé and Bob Wells, and is performed here by Ella Fitzgerald.