Kmart gets dancey with ‘irresistible’ campaign
Discount retailer Kmart has launched a catchy new brand campaign following an makeover of its stores.
The energetic, colourful campaign featuring scantily clad models, a dog, a kid wearing a onesy and dance sound track, is something of a departure for Kmart, which has in recent times taken a more low-key approach to advertising with a focus on real customers and its ‘Every Day Low Prices’.
The TV ad, to promote Kmart’s “irresistible prices”, breaks on national TV on Sunday, and the campaign will also run on outdoor, radio and digital media from next week.
This is what you get when you have a CEO with a clear plan and the drive and vision to implement that plan. The real hero of this campaign [which has been terrifically produced by BWM] is Guy Rosso. Congrats all ’round.
Best work i’ve seen out of Kmart for years.
Nice.
All they need to do it update the logo to match.
Modeled after the Scream and Shout music video.
wow, great work from an old brand … this is advertising at its best – engaging proposition – cheap stuff looks good at Kmart … bravo to everyone involved … inspiring
What “ok” said. Very, very good. This is world class.
It’s so good they are no longer featuring their $49 microwave ovens in their ads. I bought one and it I swear it gave me a suntan. Everyone thought I had been to Bali yet all l I had done was heat up my nightly Lean Cuisines in my K Mart microwave.
Mind you – I saved a bundle on fake tans at the local beauty salon.
Love that kid in the animal suit!
Good, but wouldn’t go as far as “world class”
Retail is bloody hard to make look fresh. Congrats.
This is very cool. When I first saw the ad I was in the kitchen and I walked into the lounge room to take a look. Which really says a lot. I never thought it was Kmart. This is trendy, and until last night I’d never considered Kmart trendy.
This is really impressive.
Congrats!
Really pretty! Nice to see a change in retail advertising rather than a jingle, makes “Down Down” and “Everyone’s a Winner” look very stale.
Nowhere near as good (and vaguely reminiscent) of the recent Bonds campaign
well done, Kmart, and welcome to the 21st Century! slick, clear and memorable – great job.
Great cut through for a brand that’s been boring in the past. It deserves to get people dancing into the stores. Just hope they can then deliver on the promise.
how are they scantly clad?
Fantastic.
Great campaign. Love everything about it. I’m going in to Kmart to take a look around now which I probably never would have done.
Congrats to all in the Kmart Marketing team!
Love it. I agree with OK – having seen Guy Rosso present their fashion range in store it’s clear they have a really strong vision and the ad presents it in a really fun, addictive way.
Fantastic ad, and the best one Kmart has had since the days when they used “counting the beats” and “two princes” as the tunes in their ads.
Those recent ads with the women gawking incredulously at the price of Chinese imports were horrendous. This is a huge step in the direction they should be going.
Agree with Paul that the logo needs an update. They took a step backwards when they emphasised the K and shrunk the mart (which seems to be at odds with their new store signage which seems the same as it has been for years)
Who’s the blonde chick that wears the red necklace in the middle? She’s an actress isn’t she?
I agree with Hayley. She looks alot like Julia Stiles! Very catchy ad.
Yep – this ad gets me bopping ever time it comes on. I’m not getting sick of it!