Making Kmart irresistible
In this guest post, creative director Ant Shannon argues that low prices don’t need to mean cheap advertising, as his work for Kmart demonstrates.
When I was first asked to work on a new campaign for Kmart I had hesitations.
Sometimes when a brand just wants to push itself as cheap, unfortunately that’s what the advertising can turn out like.
But on meeting with the Kmart team, their infectious enthusiasm to do something good won me over.
Thanks for providing us with the insight behind this! I like it.
Great campaign and interesting creative insight. I can’t get that song out of my head!
Great article and even greater ad.
Quick grammar question though – since when did we stop saying “at”, as in “mothers loved shopping AT Kmart” or “shop AT the store”?
It is Telly Tubbies for adults! Great campaign and I’ll even confess to shopping in the recently rennovated Bondi Junction store this weekend
I am a huge fan of this campaign. I’m pretty sure I actually stared, slack-jawed, at my TV when it first came on, and then fell over myself trying to articulate why I thought it was so clever to my (non-marketing) friends.
Maybe I’ll just forward them this article instead…
You’ve done an awesome job Ant. We work with thousands of mums to educate them on brand/brand updates, etc and the reception to Kmart has been outstanding.
Isn’t this a perfect example of selling sizzle not steak?
Making people feel good about their purchases – better than priceless.
Nice insight into the creative process.
Great insight lead strategy, lovely creative and infectious song. You have most definitely given Target a run for their money (I should know – I used to work there).
I do like the campaign, but it doesn’t change the fact that DDSs still fight it out on price. A changed look and feel to some TVCs doesn’t change anything fundamental about the brand. It’s still just a (much) more attractive way of demonstrating low prices
I love these ads – definitely one of the best campaigns on TV
I almost choked on my lunch…Ant you forgot to mention ACD Amy Hollier, Gus, CD Sean Brannigan, Jamie Mackay, Carl Ratcliff and the rest of the team both client and agency side who also developed the idea.
Well done gang.
Big congrats! I’ve been admiring this campaign since it began. Love the execution and of course the soundtrack. Makes me happy every time I see/hear it. It certainly worked on re-positioning Kmart for me. Target and Big W must be hating it.
Mate your top spin is irresistible. Well done you.
Well done to all involved, my favourite retail campaign in a very long time. Glad it’s paying dividends.
Haha, Ant is taking all the credit! He’s a one man band.
Almost 100% of my kitchenware is Kmart. Now, thanks to these ads, everyone knows my dirty little secret – love it!
Congratulations Ant. great work!
I love that the selling line was “fashioned”!
@James_B, I think you’ve missed that this does represent a fundamental change for the brand – its advertising. The product hasn’t changed because as Ant explained, that was the brief.
A great campaign and thanks for sharing the insights
Love these ads Ant. You are a master at retail ( memories of JJ days) and always knew the power of a consumer insight. Take a great music track coupled with the clients product in a clever and unique way and Bom Bom Bom!
Couldn’t he have just written ‘Picked a catchy song’ ?
U forgot to mention the overwhelmingly innovative kmart strategy of ‘make me something like the Bonds ads’. Well done u.
Great campaign. One I never tire of seeing. Makes me want to go shopping…at Kmart
Ant love these ads, well done. So clever
It was pretty obvious that Kmart was moving to cheap and cheerful, though the sourcing of the products at rock bottom prices are irresistible. Much more effective than ‘OK ad.
Finally a creative thinking strategically!
They are great ads. It’s just a shame the products they promote are usually rubbish quality.
What do they say?
Good advertising makes you think.
Clever advertising makes you feel.
Great advertising does both.
And what’s better to feel than happy.
Well done, that AntMan.
Rosem’ry
A great campaign. Well done everyone involved.
Best retail advertising I’ve seen in years. It wowed me when I first saw it and despite several viewings, the catchy music still makes me look up from my 2nd screen to see what the ad features this time. Brilliant. Now, can you please work on Coles and improve their ads?!
What a great copycat campaign direct from the JOE FRESH campaign.
https://www.youtube.com/watch?v=EzjYEFEOBi0