BWM unveils first work for Kmart

K Mart are slowly morphing into the Reject Shop.

They better be careful as Big Ws ‘Live Big for Less” slogan is about quality for less.

K Marts new look appears to be about a race to the bottom. “Lowest Prices and Lowest Quality. Guaranteed”

A microwave for $45? Nuke your dinner and your family.

Everyone gets paid and life goes on.

Guessing nickatnights isn’t a mum, because I am one, and I’m a huge fan of KMart.
Their stuff is as good as anything in any other store, and their prices are reasonable, often with really good prices on the basics. Target has a better selection for kids’ shoes & clothes, but again, charge a fair bit more.
KMart’s service is getting better but they have more work to do training staff on customer service. Again, not unique to KMart in Aus. But their self-serve checkouts are great, whereas Target always has a huge queue.
And best of all, they’re actually open when a busy working mum can actually shop, til 10pm if not longer.

…and they’re off….Nickatnights is the first hater out of the blocks with a nonsensical snipe….the rest of the field must be following fast behind, itchy fingers hovering over the keyboard, straining at the bit to post a pithy remark that will demonstrate how much cleverer they are than everyone at client and agency combined…by golly, if they were gainfully employed they would really show this Rob Beligiovane guy up…

i watched this ad last night. it’s beyond annoying. it’s what i imagine a lesbian mother love fest will look like.

I have just had it confirmed that the $45 microwave is a good deal. You don’t even need to put your food inside the microwave. As long as it is placed within 4 metres of the appliance it will be fully cooked.

The optional door is available for only $8.

am thinking the guys above wouldn’t shop at kmart unless everyone else went out of business.

I actually really like it. Nicely value focussed, great job on pricing and has a real energy to the execution. This will – in my humble opinion – do a really strong job of reinforcing their value based proposition whilst adding some nice warmth to the brand.

Nice one

leAve Me alone sVen,

i GOt My coPUter fRom k mArt for oNLY $3

AnD a KeroSENE laMp foR thE kiDS bedRooM foR ONLy $8

I really like this ad, shows that prices are low without the ad and the product looking cheap. Has a really nice feel to it.

And after my microwave died, I actually bough that $45 Kmart one.. works better than my last one which I paid more than twice the amount for 🙂

So you don’t really hate the ad; you hate KMart. Good; saves more room in the aisles for all the shopping mums!

kmart used to have great stuff for cheap. Now its just cheap stuff thats crap.

I like the ads and while Im not the target market I can imagine it does well.

I had only seen the 30 second spot but thought it made K Mart look much more interesting than the Reject Shop. I hope when I go to Kmart they let me ride around or jump on the tramp while my wife looks for cheap undies and socks.

Nice simple and no giant finger or jingle in sight.

I shop at K Mart Bondi Junction and it is great value and the quality is pretty good. There is no comparison to the reject shop. Service has dramatically improved as well. 6 months ago you would get a work experience teenager withn no clue,. now the staffr try and help and be pleasant. This ad is a bit daggy but it is insightful. Many times I shop ay KMart and find it hard to beleive how cheap it eg jeans for $10. Doona for $50 etc. Not sure why the ad is “a real challenge for the agency” seems like a perfectly straitforward brief.

tim – could we have a look at the IP’s of Gezza, Stacey and MsM – are they the same?

why does everyone have to give the finger the finger? Ashley R? Hate to say this but why are we all employed?

To get results.

As clients the moment we try to create work the industry will “praise” (and judging by this website that would be pretty much impossible for a mainstream brand) we will lose sight of what matters. Unlike 20 years ago every CMO, Marketing Director or GM is more judged by results and is more accountable than at anytime in history.

Those that sit and argue about intangibles are getting closer and closer to retirement age. If an ad doesn’t add something then why do it? The transient praise of a fickle group of self delusional ‘artists’ won’t keep anyone in a job i’m afraid.

The ad will work. Position the brand well and drive sales. And no I don’t work at Kmart or BWM, but I have worked at a value brand before.

Oh and the coles red hand/finger – where I came in – is perhaps the hardest working ad of the last 20 years in this country. And anyone who criticises it, needs to have a good hard look at the recall, likeability, intention and sales data before whining that they don’t like it.

of course everyone has a right to an opinion, but opinions need some basis beyond the “I don’t like it”…

I would argue that anyone who doesn’t like the red hand doesn’t know all that much about Australian consumers.

Hey Dave

did I say the giant red finger or a jingle was bad? Nope, might want to reel back your big red finger that pointed at me 🙂

My point was that KMart didn’t try to copy the success of Coles like the giant green boxing gloves of Woolies. And Good Guys and other brands have done successful jingles which work for me and have for years and they didnt resort to a snappy jingle.

So I’m off to clean my bathroom. BAM!!
Because everyone was jingling and left some baked off grease and tarter.

I take it all back. K Mart has definately saved me money. Since buying the $45 micorwave I no longer have to spend my hard earned cash on fake tans. Terrific value. Thanks K Mart.

Thanks Tim. Some people need to live in the real world.

which kmart store was it filmed in? and how did they choose the mums in the ad? And where they paid for it?