What the holidays give is meant to be shared
It’s the new traditions that lift us up
And the way our celebrations are prepared
It’s making room for all
So that our world doesn’t feel so small
It’s when moments of lite bring us closer than before
And illuminate those we do it for
What we value most shouldn’t cost more
Plain Talk: About the Campaign
The warm, orchestral-pop track heard in this Target commercial was produced in-house specifically for the seasonal “Holidays Are Meant To Be Shared” campaign. Because this is a bespoke branding piece, it does not feature a commercially released artist. The music is designed to be inviting and emotional, perfectly syncing with visual storytelling about diverse families coming together and the joy of gifting.
Target Corporation, founded by George Dayton on June 24, 1902, is headquartered in Minneapolis, Minnesota. This campaign emphasizes Target’s commitment to inclusivity and value. The final line of the lyrics, “What we value most shouldn’t cost more,” serves as a double entendre: it refers to the sentimental value of holiday traditions while reinforcing Target’s market position as a provider of affordable, high-quality holiday essentials.
Questions & Answers
Why does Target use in-house music instead of famous songs?
Using in-house music allows Target to tailor the lyrics and tempo exactly to their message, while also avoiding the high licensing fees associated with Top 40 hits.
What is the main message of the “Shared” campaign?
The campaign focuses on the idea that the holidays are better when we include everyone and create “new traditions” that reflect modern, diverse communities.
When did Target start using the “Bullseye” branding?
The iconic Bullseye logo first debuted in 1962, the same year the first Target store opened in Roseville, Minnesota.
