Luke Littler fronts Target Darts campaign with Sky Media and Star Wars tie-in

World champion Luke Littler is the face of a new campaign for Target Darts, the global maker of professional matchplay darts, which also brings in a Star Wars tie-up.

Called From Target to Trophy, the campaign has been developed with Sky Media, Sky’s advertising arm. Its launch coincides with the opening of the PDC World Darts Championship, shown exclusively live on Sky Sports, where the Cheshire player begins defending his title.

Littler has used Target darts since the age of 12. The creative, produced by All Things Creative Studio (Not Normal Group), follows his rise from practising in his bedroom to winning on the world stage, with commentary from Sky Sports’ Dan Dawson added to build drama.

There are two main executions. In one, Littler wears his official Target match shirt; in the other he appears in a Jedi robe to promote the official Star Wars | Target range. The campaign features Target’s darts, dartboards and its Omni Auto Scoring System, and makes the point that the brand caters for beginners through to elite players.

TV, digital and social

The activity runs across Sky Media’s TV, digital and social channels and is aimed at existing and future darts fans. On TV there is a 30-second ad around darts coverage plus an addressable AdSmart campaign targeting committed darts viewers across the Sky Media network.

Online, Target is running high-impact display and video around darts content on SkySports.com and the Sky Sports app, YouTube, X, Instagram and Facebook. Twenty-second pre-rolls will also play before Sky Sports content served to relevant audiences on trusted partner sites through Sky Publisher Player.

Adam Thompson, marketing director at Target Darts, said: “We’re thrilled to partner with Sky Media for this landmark campaign, to cement Target’s position at the forefront of the sport. Sky Sports is the home of darts in the UK and this campaign allows us to build the brand and showcase our products to an expansive audience.”

Sky Media’s director of client and marketing, Karin Seymour, said: “Sport never fails to entertain and generate talkability. With the continual rise of Darts, Target Darts have picked the perfect time to commit to TV, delivering a smart and cross-platform campaign that brings together three amazing brands, themselves, Luke Littler and Star Wars.”