Kmart celebrates gifting and apparel in 2023 Christmas campaign via Dentsu Creative
Kmart Australia has launched its 2023 Christmas campaign, spotlighting the retailer’s extensive gifting and matching apparel ranges ahead of the festive season. The national campaign features a series of TVCs created with Dentsu Creative and directed by Mitch Kennedy at The Producers.
Each spot showcases Kmart’s festive range, starting with a Merry Matching family showcasing printed dresses and shirts, while the gifting spots reinforce Kmart’s position as the number one destination for all things gifting this Christmas with kids twirling, skating and jumping.
Says Rennie Freer, general manager of marketing at Kmart: “We’ve made shopping for Christmas gifts easier this year, customers will find something for everyone on their list with our range of gifts for someone special, for kids, for the home lover, for the foodie and more! This campaign is packed with offers that represent amazing value, newness, and exclusivity – making gift buying easy this Christmas.
“Whether you’re dressing up for a day at the beach, parties, or your bedtime – this year’s Christmas apparel range covers all our customers’ needs through the holiday period, all at our famously low prices. Building on from our previous success with family matching ranges, we have no doubt this year will be bigger and better, with our customers already loving the new seasonal looks.”
The integrated campaign extends across YouTube, OOH, catalogues, radio, social media, digital display, PR and instore celebrating Kmart’s iconic festive apparel ranges and gifts for the whole family – even pets.
Kmart Australia
Rennie Freer – Kmart Marketing General Manager
Jacinta Whitehead – Kmart Head of Brand
Agency: Dentsu Creative
Director: Mitch Kennedy
Production company: The Producers
VFX Post Production: Cadre
Post Production: Manimal
Music: Final Sound
Wellcom – Photography Studio
UM – Media Partner
27 Comments
Simple, lots of cute moments. That’s enough.
This is so ace from Dentsu! well done. It’s more lit than a Christmas tree
Love this. Clean, simple, sophisticated film.
I know they’re probably highly limited by the clients, but in a year of a lot of average Xmas ads these are just utterly forgettable wallpaper.
My husband suffers from insomnia and is struggling to hibernate at the moment (we live in Canada). I saw this ad and thought, “Yes, this is it. This is EXACTLY the snooze-inducing, tiresome tripe Roar-ree needs to nod off. I’ll play it to him when he gets back to the den as it’ll definitely knock him out for six (months).” Thank you, Denstu. Keep up the Kmart work, ay.
God, grant me the serenity to accept the things I shouldn’t PR, the courage to PR the things I can, and the wisdom to know the difference. 🙏
Beautifully crafted. Watch out Bear Meets Eagle…. Dentsu is BACK BABY!
HELP IM STUCK IN A KMART AD
I’m stuck, too! HELP!
Well done Trendies
someone created some Christmas ads with heart. Bravo. Timeless.
are you really comparing bear’s work to this??
Oh, what a lark,
To dance is an art!
The beat, cyc and track,
It takes you right back.
To 2013, when with great aplomb,
I righteously declared, ‘BOM BOM BOM’!
You should have gone to Specsavers.
I hate that we only get Kmart Christmas ads but once a year.
I think you’ll find they’re being sarcastic….
That music is reason enough not to shop there.
I’ll let the children know that Christmas is cancelled this year…
Say what you like, but one day you’ll have an awesome concept in a research group. One of the Mum’s, let’s call her ‘Karen’ will say ‘I roilly loike those kmart ads? You know? The fun ones? With the music? And the dancing? I dunno, I just think they’re fun?’. You’ll know from that second that society is doomed. Worse, your best efforts at doing anything remotely clever is also doomed. You’ll realise that Karen doesn’t give a rats anus about the highly-awarded campaign you did to save the Titmouse, has never heard of it, and probably thinks the shiny double-ended pencil you won at One Show is something kinky people keep in their top drawer. When Karen gets to the 8th second of your carefully crafted, painstakingly nuanced animatic she’ll just shout ‘BOOOORIIING’ and your love-child of a Juan Cabral, Tom Kuntz and David Droga three-way has about as much chance of surviving as Jeffrey Epstein in a New York prison.
Agree with the comments. This is top shelf. Casting, music, story telling, direction – it’s not easy, especially for a big, well-loved, iconic Aussie brand. But they’ve nailed it. Love the white studio vibe as well.
First that Holey Moley campaign… now this! Dentsu is bringing sexy back to advertising. Pow!
Whether Dentsu, BWM, DDB or Bear Meets Eagle on Fire, the result would be the same. It’s just who these people are. They want to impress the Karens in their focus groups.
It’s almost as if they understand who they need to appeal to, and made something that will appeal to them rather than something that lights up the dulled synapses of jaded creatives. Will wonders never cease.
THESE ADS.
Which begs the question, why share it here?
(That could be asked of a fair few campaigns here.)
$9 skateboards do not roll like that
They have made these ads quite well, looking to get some unique gifts for Christmas this year!