Kmart captures childlike wonder in new Christmas campaign via DDB Melbourne
Kmart is igniting the childlike wonder of Christmas in the first campaign from DDB Melbourne, celebrating the simple joy of small moments.
The whimsical campaign brings to life the feeling Australians get when shopping at Kmart; the feeling of joy when you experience the magical transformation created by finding incredible products at low prices.
At the heart of the campaign is a hero TVC that delves into the imagination of a young girl named Charlie. It’s a simple story where Christmas morning is made that little bit more extraordinary and joyful with Kmart’s stylish and affordable products. The spot takes us on a colourful ride through Charlie’s imagination as she uses her magic monster truck just like Santa’s sleigh to deliver gifts to her family before placing us back in reality in the middle of a festive scene.
Using the ‘Low Price For Life’ platform, the campaign drives an emotional connection with Australians by celebrating the simple joy of little moments that pack a big punch.
Says Laurie Lai, general manager, marketing, Kmart Australia: “At Kmart, we’re committed to giving our customers the simple joy of great products for exceptionally low prices, something we call the Kmart Effect.
“Now more than ever, we know there’s something special about the everyday and the little moments of joy. We’re excited for our new direction, created by the passionate team at DDB, to create a deeper connection with Australians and see this emotive focus drive long-term results for our brand.”
Says Anthony Moss, ECD, DDB Melbourne: “Our first TV campaign for Kmart is the result of a significant and sustained effort from dozens of talented people at DDB. It was a tough brief, made even tougher by a remote shoot, edit, grade and mix. But the end result is testament to the cohesive and integrated way in which the DDB, Kmart and Good Oil teams have worked, which makes me even more proud of the finished campaign.”
To support the campaign, Kmart will also be launching KLive, a mini-lifestyle program broadcast live on Facebook each week in the lead up to Christmas.
In each episode, a recognisable Australian host will take you through new products, lifestyle and styling tips as well as product hacks and more. The episodes’ live nature will also allow for viewers to interact and ask questions about Kmart’s Christmas range.
Client: Kmart
Laurie Lai – General Manager, Marketing
Emily Cole – Head of Communications
Kate Marshall – Senior Marketing Specialist – Events & NZ
Nicole Hayes – Creative Director
Creative Agency: DDB Melbourne
Anthony Moss – Executive Creative Director
Rebecca Morriss – Senior Art Director
Jake McLennan – Senior Copywriter
Jessica Hughes – Client Services Director
Sarah Newell – Senior Business Director
Hayley Kroon – Senior Business Manager
Production: Good Oil
Media: UM
35 Comments
Again with the lack of post credits. CB, you should be enforcing this please. It’s disrespectful because without the post team, this wouldn’t exist. Then again you haven’t even listed a director either. Shows where the priorities of the agency/brand lie.
Look those greenscreen comps are pretty woeful so I wouldn’t put my name to it either but the point stands, so many spots go up here without full credits.
@postman Many production companies ask for no credits except the name of the company. It’s not about priorities from the agency, it’s who wants their names on something or not. That’s just how it works. Asking CB to enforce it is not a realistic nor fair request.
On this evidence, not sure why they changed agency. No upgrade in the quality of the work. Shame.
You literally said you wouldn’t want your name on this garbage, but asking for the other post people to have their names credited? Lol.
Is this brand saying I get low prices for a lifetime or is it low prices / for life as in, Volvo for life and every other brand, and there’s been a lot, that’s used ‘for life’?
What’s happened to k-mart?
So this is the Kmart Effect?
As an ex BWMer, I think it’s great spot. It’s bringing a bit of fun back into the brand and isn’t (nor should it) be taking itself too seriously. Think the new track is spot on, look forward to seeing how it evolves. And, let’s admit it, they’re in the right hands with Mossy.
Good Oil knocked it out of the park!
Reject Shop Kmart ad.
Thats some nasty VFX
This bad ad won’t sway that decision. But imagine if the ads were good too.
I wouldn’t want to be credited for that either
That right there is a banger of a track
I have no connection to BWM, but the ads they did were a lot more fun!!
It doesn’t have a point-of-view. There’s no idea. It has nothing to do with the ‘life’ part of the positioning so it makes no sense. There’s no story. There’s no connection between the kid driving and the presents awkwardly appearing. The track is flat. The budget looked like it got halved the night before. The idea looks it got changed the night before. Months of planning and candles and hand cream are two of the top three things on offer for Xmas? What a Turkey.
This ad seems spot on for the K-Mart brand and their target demo. Does it need to be on CB? Probably not.
Granted, BWM were probably not that proud of their latest creative for Kmart. Moving stock images to a Pete Murray track with the ghost of the previous idea vaguely present. Clients fall out of love with agencies and vice versa. It happens. And it shows in the work. So, reading the presser the new strategy/idea, which was no doubt what Kmart fell in love with, is pretty obvious. But, it’s not really evident in this TVC… Neither is any sort of genuine personality, energy and distinctiveness, which the Kmart work from the not too distant past certainly had. Kmart never looked cheap, this does.
Woah, bud.
Just trashed 10 years of great work from BWM,
This is a stinker
This is a turd.
Lots of bitter BWM’ers on here.
But when it comes to lauding their work though, sure, Bom Bom Bom (Ant Shannon I believe?) was different and fresh for retail. Unfortunately, everything else they did after that was always a progressively paler imitation.
…And for what it’s worth, this new ad seems fun, and the track is awfully catchy.
Maybe the production was outsourced to India and they were too humble and secure within themselves to want to be named in credits?
Is the kid Santa? I am so confused…..so is the kid driving the present she got?
Soo then is she in her toy monster truck flinging off $4 hand cream presents to strangers down the street?
This is an example of getting your edit house to do your vfx. Don’t get Botox from your Butcher.
Mate. only you can fix this before it’s too late!
Kmart is a legacy account with a history of incredible work like this:
https://www.youtube.com/watch?v=F4FaxV18k40
Big shoes to fill, DDB.
There were haters then and there are haters now. There’s no escaping them.
https://campaignbrief.com/kmart-lifts-customer-joy-with-new-low-prices-for-life-campaign-via-bwm-dentsu-melbourne/
Give the account back to BWM
It’s a nice simple storytelling idea to bring a bit of fun and flavour to retail this Christmas. Sure the VFX aren’t Pixar quality, but when the items you are selling are less than $15, why would you? If all of you haters put as much passion into your own work, you might not be so bitter about the world.
You can’t be serious.
This work can be summed up by one word and four letters.
‘CRAP’
Making multiple hate posts. You jealous pig, the work is fine.
Some people just need a hug.
The post/VFX team should be named and shamed for this. Granted the budget likely did not reflect the ambitions of everyone further up the chain but then don’t agree to do the work if you can’t do it well. This is an embarrassment to all who work hard to do great work we can feel proud of. Stop lowering the bar by agreeing to do shit work for shit money. Production companies need to stop taking on jobs in desperation and then passing the pain down the line to post.
🐖💨