Wednesday, December 17

Kmart Holiday Advertising

I have to admit, Kmart has had some standout advertising the last couple of years, particularly during the holiday season.

I mean let's face it, they had us at "I shipped my pants."

Technically, I don't even think that was advertising but when the viral video went so viral, it translated over to broadcast.

I think the same thing happened with "Jingle Bells" for Joe Boxer for last year's holiday season.  That was a big hit ...

Sure, it came with a little controversy but I think that was the point.  Social media was jingling too.

The brand came back this year with a sequel.  Like most sequels though, it's not as good as the original.

IMHO it just doesn't stack up ... it doesn't have nearly the same combination of holiday naughty and nice.  In fact I wasn't even going to mention anything until I got a text (a series of texts actually) from my daughter at college.  All of her friends had been talking about yet another sequel, this one with "dancing pregnant ladies" and she persuaded me to write about it.

I do what I'm told.

True, I'm scratching my head on this one.  It's certainly part of the campaign, and it's certainly drawing a little attention.  And it's certainly communicating mobility and comfort, also part of the campaign.

But dancing pregnant women?  For the holiday?

I don't know ... you be the judge.

Entertainment?  Hype for hype sake?  Are you rushing off to put a pair under your tree?

What's your experience?  JIM

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