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Elf Hermey

Media Misses the Joke in Kmart’s New Commercial

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Elf Hermey

Last year during this same week Kmart launched a clever commercial promoting their layaway program. Kmart was besieged with complaints on their website and social media channels while the media had a field day bashing Kmart for celebrating Christmas too soon.

As we pointed out then — it’s a layaway program. The whole idea of a layaway program is to plan something out over time. 100 days is about right in the layaway business and given the recessionary nature of the economy of the past several years it has become big business indeed with Kmart competing with WalMart and others for the layaway business.

But, not wanting to rankle the media once again in their outreach to potential layaway customers, Kmart just launched another clever ad:

Today the media is starting to pick up the story and one very clueless TV station in — where else? — Chicago! — posted a headline reading “Forget Black Friday, Kmart Wants Christmas Shoppers Before Summer is Over” — once again, entirely missing the point of layaway….AND the commercial!

Showcasing their cluelessness entirely was this parting shot in their “news coverage”: “Kmart even came up with a new slogan: “Merry Birthday.” Christmas seems to come earlier every year, doesn’t it?”

The blind media assaults on Christmas just got taken to a new, ridiculous level.



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Elf Without Jingles

I don't see what all the beef was. Santa's appearance in that spot was, in essentia, a mere walk-on.

Edited by Elf Without Jingles

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Cayman Santa Len

I think it is quite clever.  And when you think of it black Friday is a bit to late for layaway.

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SCSanta

Hysterical. Way to go K-Mart. Now, if they would just stay closed on Thanksgiving and give their employees that holiday off...

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Santa Joel

With the economy still in a mess, people would be better off buying like this and making the payments instead of running up massive credit card bills.

  • Like 3

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Santa Mike 19536

Agree-Way to go K-Mart.

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Santa Johnny Boy

Love this commercial and love the fact that Kmart can laugh at itself!

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Florida Kris Kringle

I love it. Laughed very hard. Very clever!!

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Santa Gordon

Loved how they kept introducing iconic ideas of Christmas all through the commercial without ever really acknowledging them or stressing the idea of Christmas verbally except to say this was not a Christmas commercial! I have to watch it a few more times just to see if I missed any of the subtly placed images/messages. Good piece of work in advertising!

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Santa Marty

In 30 Seconds........

 

Football on TV, Holiday tradition

Fireplace on TV, Traditional

Decorated Christmas Tree rolling by - Directly "In Your Face" Christmas!

Elves behind Lay a Way counter - Ditto Above

Reindeer passing by - Ditto, Ditto Above

Santa Passing by on cart - Triple Ditto

Red, White, and Green "Merry Birthday" Cake complete with evergreens, the Frosting on the Cake for "This is NOT a Christmas Commercial"

 

Touche' Kmart

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