These sharp, snappy 30-second Target grocery ads play with the idea of presenting everyday items like cake mix, eggs. washing powder and packaged meat as luxury items. The ads cleverly present the items in a high-fashion context. In the advertisement 'Bake Sale,' a beautiful and glamorous model walks in between podiums of exploding cake mix boxes, as if strutting her stuff on the runway.
The video cuts to an image of the model breaking an egg in her hand and ends with the tagline, "Dominate that PTA bake sale." Jeff Jones, chief marketing exec of Target, explained that the campaign "combines the design ethos and fashion creditability that Target has with the idea that it also has great grocery items at a great price."
Other ads in the series include 'Matador,' which features an elegant model acting as a matador with slabs of packaged meats.