FCB Chicago has a new spot for Kmart that’s…unusual.
Modeled after an 80’s karaoke music video (as viewed and/or created by someone on hallucinogens), the spot aims to promote the brand’s “pay in store” option for online purchases. Because this is Kmart, it’s done in the strangest fashion possible.
There’s no effective way to prepare the viewer for this experience — let’s just say you can expect synths, retro filters, lyrics explaining the payment process, iPad faces and assorted randomness with a sort of Kate Bush/1984 flavor. Coming on the heels of “Shop Like A Boss” and the ubiquitous “Ship My Pants“, we can’t call it surprising.
That said, it definitely exceeded our expectations.