FCB Chicago keeps things weird for Kmart in their latest spot for the brand, “Shop Like A Boss,” although it’s nowhere near as strange as the brand’s Christmas campaign.
The spot opens on a grandma-type, billed as “Shop Your Way Member Julia Ruiz,” sitting at her computer. After clicking a button, she throws on her hoodie, shades and bling as the soundtrack shifts from serene birds chirping to a hip-hop beat. Soon she’s joined by the two other members of her entourage, and the rest of the spot (the full-length version runs around 95 seconds) is basically a music video. Ruiz and her crew roll up to Kmart, dance around, and pick up her order.
It’s a pretty simple idea, but it’s not without its moments. In the full-length version some of the humor lies just in how the idea is drawn out to such great length, and also how well this Ruiz character plays the part. The spot is meant to promote Kmart’s “shop online, pay in-store” feature, which is touted by a voiceover at the spot’s conclusion. While some viewers may not draw the connection from “Shop Like A Boss” to the service, the spot is at least (quite) memorable and ties the idea to the brand.
KMART CREDITS
Chief Digital Marketing Officer: Bill Kiss
VP Creative: Mark Andeer
Director of Production: Paul Van Wart
Advertising Manager: Amy Mitchell
Marketing Manager, Multichannel OBU: Brenda Lynch
ADVERTISING AGENCY CREDITS
FCB Chicago
Chief Creative Officer: Todd Tilford
SVP, Creative Director: Michael Shirley
VP, Creative Director: Myra Mazzei
Copywriter: Marianna Ruiz
Executive Producer: Chris Bing
Production Company: Lord + Thomas
Director: Ben Flaherty
Director of Photography: Lyle Vincent
Editor: Steve Immer
Production Services Provided by: We Are Famous
Executive Producer: Joshua Greenberg
Producer: Carra Greenberg