Thursday, September 12, 2013

Kmart Breaks the Seal on Christmas 2013 Advertising

…and just like that, the love affair with Kmart advertising ended.

The retail bottom-feeder has recently enjoyed a run of accolades over its refreshing commercial spots. <<Quick Rewind: First it was ‘Ship my Pants’ and ‘Big-Gas Discounts’ – then a string of Back-to-School spots featuring playground rhymes and crimes of retro 90s fame (The “Yo-Mama” dis spots being my personal favorite).
First to climb up the 2013 tree!
But with over 100 days till Christmas (that’s right, the countdown still beats in the TRIPLE digits) the same army of “Don’t rush the season!” scrooges that usually have to wait until early-October to rise up are absolutely LOSING IT!

Here’s the spot:

Cool it, perma-bah humbugs.

I can’t imagine the piles of coal Santa must have left in your childhood stockings; y’all are NEVER happy to see the holidays! The spot doesn’t reek of holiday cheer – just a few faint bells and a scantily clad cookie. It’s not an overrun exposé of buy, BUY, BUY! but a subtler, non-specific “calm before the storm” reminder to start planning now so that you (and your wallet) aren’t over extended closer to year-end.

And, you gotta understand Kmart’s position.

The retailer has been playing second fiddle to Target and Walmart for far too long (wait – that analogy doesn’t even begin to describe the magnitude of the situation… more like trying to play a microscopic fiddle without a bow and the fiddle has been stepped on a few times). Now, for the first time in years ever people are actually taking notice of their ads, they’ve got to make the first appeal to holiday shoppers; opportunity knocks!

According to the National Retail Federation (NRF), 12% of consumers begin their holiday shopping before September, 6% during and another 20% kick it off in October.

And while the stock market continues to surge, consumers are still wary from a frugal 2009/2010.

Getting out in front of the others with a campaign that reminds shoppers of expanded layaway promotions isn’t just smart; it’s k(s)mart!

…No? I’ve used that corny play on words too many times before?
OK, it’s brilliant!

While Kmart’s ad sets a new high-watermark for “Christmas Creep” – they’re expanding the retailer role in providing joy under the tree. Kmart doesn’t just want to be the place you run for door-busting specials, they want to work with you and help budget throughout the entire holiday shopping process.

Great move, guys. (The spot could have been just a bit funnier, though. The cookie’s creep factor is at 3 – it needs to be at like a 7-8 (aka Burger King ‘King’-creepy)). :P

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