Kmart's Layaway is So Good, It's Championed by a Nun

DraftFCB Premieres New Spot Promoting Retailer's Blessed Layaway

Published On
Nov 12, 2013

Editor's Pick

Why are layaways always so evil? Blackout dates, limits on merchandise -- it's almost like they were created and concepted by a group of evildoers that happens to include Genghis Khan, Satan and the guy who always takes the last donut. Turns out, that's actually the case, according to Kmart and DraftFCB's newest spot directed by Bob's Zach Math, promoting the retailer's good, not-evil layaway, which has the blessing of one very holy person.

The video follows a super-quirky effort that appeared just last week, also designed to promote layaway. The online film featured the strangest mix CD ever, which had only one track: The sweet sounds of layaway. The campaign continues the retailer's comedic roll, following viral hits like "Ship My Pants" and an extremely early holiday spot starring a gingerbread stalker.

Credits

Date
Nov 12, 2013
Brand:
Kmart
Client:
Kmart
Agency:
FCB
Creative Vice President:
Mark Andeer
Director, Marketing Strategy:
Brandi Ply
Director, Advertising:
Beverly Mason
Chief Creative Officer:
Todd Tilford
Executive Vice President, Executive Creative Director:
Jon Flannery
Senior Vice President, Creative Director:
Howie Ronay
Associate Creative Director:
Tom Flanigan
Associate Creative Director:
Myra Mazzei
Agency Producer:
Chris Bing
Director:
Zach Math
Production:
Bob Industries
Editorial:
Casey Cobbler

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Project Type