• by Sarah Mahoney , 86 minutes ago

With a new ad campaign themed “Inside Out,” Target is playing up its design credentials, reminding people of the company’s ability to democratize style. Set to Raye’s “Joy,” the effort goes beyond advertising to creator partnerships, customer activations and experiential moments, all aimed at reinforcing Target's renewed focus on design leadership. And using that bright-red bullseye bag as a focal point, it also aims to remind people of the many, many items they can bring home from a Target run.

The effort shows just how seriously the retailer is taking the promise the company has made to regain the design glory of days gone by, as several years of declining sales and underwhelming merchandise tarnished the Tarzhay glow.

Target kicked off the campaign with a two-day activation at New York Fashion Week, with archival exhibits that spanned the near-iconic past hits, like the Michael Graves teakettle and apparel from Stephen Sprouse and Isaac Mizrahi, and more prosaic historical achievements, like the evolution of the Target cart or the company’s redesign of the RX bottle.

A spokesperson tells Marketing Daily that Target created the campaign with Mythology, with Day One creating the social media components. It includes two 30-second spots and multiple 15-second versions and is running on broadcast, streaming, radio, digital and social.

By aiming at both apparel and home, Target is taking a big swing. Even as second-quarter sales, announced last month, grew 5.3%, both categories lagged. Apparel and accessories revenue was essentially flat at $4.09 billion for the quarter. And home furnishings and décor sales also stalled, at $3.66 billion.

In the company’s earnings call, Target CEO Michael Fiddelke reiterated that he expected improvements in the home category would be “a multiyear journey.” He also said early efforts are already showing some promise -- and in stores where both the selection and experience have been improved, “those stores are outperforming.”

The new campaign also includes Red Bag Stories, which will feature creators showcasing what’s inside their Target bag, and high-impact out-of-home in New York. In Boston and Chicago, Target will also have Bagspotting events, surprising locals with man-on-the-street challenges and handing out gift cards.

“Together,” the spokesperson says, “these placements are designed to move the Target bag from something guests begin noticing to a cultural and style moment that feels impossible to miss.”