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.
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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.