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Target Uses High Fashion to Sell Everyday Items
By: Edwina Owens Elliott
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I’ll talk about the Super Bowl ads next week. Maybe. But this week I’m geeked up about Target’s new “The Everyday Collection” campaign. Using haute couture sensibilities to sell everyday items from baby diapers to laundry detergent is going way out on a limb for the discount retailer. Some might think it’s frivolous and silly. Others may view it as way too over-the-top to be effective. And then there are those who snicker at the retailer’s attempts to be more of a fashion trend-setter and are simply not impressed with this latest effort. I fell into the latter category at first and rolled my eyes when girlfriend strutted out wearing all white amidst exploding cake mix and cracking eggs. I felt that they were trying way too hard. But they won me over with a bit of diversity — we see white, black, yellow, and brown women — clever taglines, and, most of all, the guts to take it to the extreme. If you’re going to do it then do it. To the max.
 
Well, they’ve got people talking, that’s for sure. Some women are screaming that the ads are sexist. Others say it’s just stupid to show a woman climbing a ladder and changing a light bulb in heels. Well, for crying out loud, must we take everything so literally? These ads are gorgeous and nothing more than a great-looking and harmless way to put more excitement into the selling of everyday items. Who uses a water hose to make oatmeal? Or swings at a piñata to get at fruit snacks instead of candy? There are way too many serious issues to scream about today — and this campaign just ain’t one of them.
 
I can’t decide which ad is my favorite. After seeing all eight, a new appreciation took over for the very first one with the cake mix that provoked my original eyeroll. But the jazzy cowgirl and the three babies are just so darn cute. And the white wedge shoe that Miss Oatmeal is sporting is pretty sweet too. With banging music in all of them, I really don’t have a favorite. I’m digging every one.
 
I would like to see them incorporate men into the ads, though. Target sells everything, so let’s see a guy decked all in white changing the oil in his white Mustang. Or maybe a guy, again in white, with a big bag of dog food, a jar of strained peas, a baby strapped to his back, and a Dalmation the size of a Shetland pony. I hope they add more spots to the campaign. There’s a lot more road for Target to cover.


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About the Author

Edwina Owens Elliott is a graphic designer, art director, illustrator and owner of FASHION+ART, an e-commerce art gallery. She has a lifelong passion for fashion, art, writing, music, movies, books, theater, cooking, gardening, plotting and planning and dreaming big dreams. Find her online here and here.

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