Kmart is for ‘all kinds of Christmas’ in new festive campaign via DDB Melbourne
Kmart is celebrating all kinds of Christmases in a new holiday campaign out of DDB Melbourne.
The 60” spot takes Kmart in a new direction by leaning on emotional brand storytelling, and tapping into the truth that Christmas looks different in every Australian home.
Brought to life by Exit Films’ Stefan Hunt, the campaign celebrates that diversity, from a truck driver with a snow globe on his dashboard to a naughty dog sparking a tree disaster, a festive office party to a Christmas light-adorned caravan.
It’s all set to ‘One Little Christmas Tree’, the Stevie Wonder track given a new lease on life thanks to Australian artist Jerome Farrah.
Says Lil Velis, chief customer officer, Kmart: “We’re excited to launch ‘All Kinds of Christmas’, celebrating all of the different ways Australians come together at this special time of year. Created by the team at DDB, this idea celebrates our purpose of making everyday living brighter, through emotive storytelling that shows how our low prices and on trend products can enable the kind of Christmas you want, whatever that may be.
“This Christmas, we want to create a deeper connection with our customers by celebrating what makes each of us unique and the community connection that bonds us all.”
Says Psembi Kinstan, group executive creative director, DDB Melbourne: “Kmart is an Aladdin’s cave of surprises and amazing products throughout the year, but especially at Christmas.
“Stef and the team have done a great job showing what those Kmart products can enable in our homes and lives simply, colourfully, and joyfully this Christmas. And the tune’s a hit.”
Says Hunt: “It’s a fresh take on what an Australian Christmas looks like. I thought it was equal parts fun, endearing and relatable.”
The campaign launched over the weekend and will run until Christmas Day across TV, cinema, OOH, radio, online, and social.
Kmart
Chief Customer Officer: Lil Velis
Creative Design Manager: Nicole Hayes
Digital Creative Manager: Ryan Purcell
Brand Specialist: Charlotte Gergley
DDB Melbourne
Chief Creative Officer: Ben Welsh
Group Executive Creative Director: Psembi Kinstan
Creative Director: Erica Stevens
Senior Art Director: Rebecca Morriss
Senior Copywriter: Jake McLennan
Head of Integrated Content: Renata Barbosa
Senior Lead Producer: Sonia McLaverty
Group Managing Director: Mike Napolitano
Senior Business Director: Sarah Newell
Business Director: Hayley Kroon
Exit Films
Director: Stefan Hunt
EP: Leah Churchill- Brown, Declan Cahill
Producer: Alexandra Taussig
DP: Campbell Brown
Art Director: Jen Waters
Edit House/Editor: The Editors / Leila Gaabi
Sound: Bang Bang Studios / Sam Hopgood
Music: Level Two Music / Karl Richter / Mel Jong
40 Comments
Just like wallpaper. However wrapping paper is just that little more festive. Unfortunately we’ve all seen this exact ad for 20 years or so. The only thing Kmart did was try and hide their brand or point of difference a little better than most would have.
Warm and fuzzy – nice
No different to any other wallpaper really
Could be for literally any brand or product on the planet though.
I was expecting to hate this, but I dig it. Great music choice and some super nice moments of joy in there.
Lovely stuff. Simple stuff done very well. Good work team
Got all the right feels – really nice edit too. Big up!
To be fair, this is on the wallpaper spectrum but it’s bloody good wallpaper.
A mood film
Great visuals, great track, executed beautifully.
You forgot ‘great idea’?
Hold up, what’s the idea again? Oh yes i forgot, make some forgettable wallpaper, damn, that’s definitely beautifully executed then.
But to be fair the bar is low. But this is actually good.
Kmart doing something that’s not embarrassing. Well done to all involved.
I think everyone knows what kmart does. beats the pants out of that target shit on tv.
Damn, why didn’t we think of depicting an Australian Christmas!
I enjoyed the sexual tension throughout.
Missed opportunity not using Bo Burnham’s ‘White Woman’s Instagram’ for the soundtrack here
Love it. Gorgeous to watch. Well done.
I didn’t ‘feel’ anything.
Could have been written and directed by anyone. Advertising homogenisation.
But maybe that all suits Kmart’s brand.
This comment is way better than the ad. Lol!
SFX: Shit cover of a well-known song.
In this spot we see a diverse cross section of Australia doing X.
Super: Logo.
It’s EmOtIoNaL aDvAnTaGe
Could literally put any logo at the end of that
I used to work on this brand when it was else where… and when I worked on it, we would NEVER EVER be allowed to do anything even remotely like this. Look at last years DDB campaign… it sucked because they were obviously being forced to align to their old look and feel. For all the haters who are commenting – you need to realise this is a HUGE STEP FORWARD! Well done DDB for managing to get Kmart to change it up.
harmed in the making of this ad.
… always a montage?
meh execution
I think that’s a cop out. Writing richer stories and craft doesn’t always mean you have to push the client out of their comfort zone. Wallpaper.
I want to know what Rivet thinks about this.
Lot of ‘experts’ on here who can easily navigate difficult briefs, lists of mandatories, and short timelines, for giant retail businesses with broad offerings and numerous stakeholders.
Working on these behemoths is tough, well done on getting a nice one out.
Yet some of us have done it and won hearts, minds, awards and new business in the process.
Saying this could be better isn’t a criticism, it’s a plea for the industry to raise up so we can say to our kids ‘I work in advertising’ unashamedly.
He’s livin’ it, of course.
This is good at spending lots of money on big ad that have little heart, little idea and no branding There is a better way.
nicely directed
I love me a bit of HP brown sauce on my bacon and eggs. Sauce on, sauce on…keep on sauc’n!
Hats off for making an ad about Christmas. In today’s world of ultra cultural sensitivity, that’s an achievement in itself!
Clap Clap Clap. Well done and congrats to all for convincing the client to spend heaps of money on both the film and the media, that will be forgotten about 1 sec after viewing.
Distinctive, memorable, engaging and transformative.
Not this work of course. This is expensive wallpaper.
This: https://vimeo.com/63538501
Credit to the BWM team back in the day (Amy Hollier if I recall). They made Kmart cool.
Both are shit wallpaper and super uncool. What’s your point?
Maybe to award obsessed creatives, but that earlier work transformed K Mart as a brand and commercially.