Target Debuts Fall Campaign For Threshold

Sara Ruffin CostelloEarly last week Minneapolis retailer Target debuted the fall broadcast campaign for their flagship home Private Brand Threshold. Filmed in a Brooklyn brownstone, the spot brings the fall collection of home accents and accessories, poufs and pillows, bedding and bath, entertaining, kitchenware and more to life in a real environment.

The ads feature Sara Ruffin Costello, former Creative Director of the much-beloved Domino mag and regular contributor to the New York Times, T Magazine, as the host of a gorgeous fall dinner party. A self-proclaimed “low-key host,” Sara inspires viewers to make their homes tastefully warm and welcoming with the Threshold collection.

Check out a few of Sara’s entertaining tips below.

  1. When guests offer help, take it! Invite your guests to help you with any easy, last minute details. It will take the pressure off of you as hostess, and help your guests feel at home.
  2. Casual spread. Use an eclectic mix of plates, platters, bowls, trays and vases for an at-ease atmosphere.
  3. Pouf! More seating. Poufs are basically magic—they easily work as additional seating in small spaces.
  4. Make it glow. Good lighting is the most critical thing to have at a party, says Sara. Dim the lights, light some candles and include silver and brass into the room for some shine.
  5. A perfect party isn’t perfect. Sara believes that parties gone wrong are parties gone right. A little hiccup or a spilled glass of wine means you’re human.images

SOURCE: A Bullseye View



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.