Kmart is welcoming the festive season with an eight-part campaign that is Christmas meets contemporary.
The 30 second ads showcase the items on everyone’s Christmas lists: toys, gifts, hottest fashion trends, entertainment and more.
BWM Group Melbourne, the creative agency behind the campaign, said it wanted to create a more contemporary image of Christmas this year. You can expect to see vibrant colours, bold prints, and playful scenes in place of the usual red and green; and there are no Christmas carols in sight.
A contemporary Christmas seems to be a reoccuring theme this year with House of Fraser UK also deciding to ditch the Jingle Bells.
Amy Hollier, creative director at BWM Group Melbourne, said: “Over the eight week countdown we’ll be building a bigger and brighter Christmas story around the great products Kmart has to offer at irresistibly low prices.”
Andre Reich, Kmart general manager said: "At Kmart we believe Australians are paying too much for the everyday products they want and need,” says Reich.
The multichannel campaign is on national televison with one TVC per week in the lead up to Christmas, alongside POS, catalogue and digital content.