Last year, O’Keefe, Reinhard & Paul crafted a musical holiday anthem for Big Lots (which named the agency its AOR back in January of 2014) entitled “Nailing It,” performed by America’s Got Talent finalist Deanna DellaCioppa. Now, DellaCioppa is back with OKRP’s ode to a certain retail phenomenon and Santa’s “Black Magic Woman,” entitled “Black Friday Woman.”
Like its predecessor, “Black Friday Woman” mines the ridiculous and cheesy for its musical anthem, with lines like “She’s got the table all candled, every room has a tree.” If “Nailing It” was your thing, you may like “Black Friday Woman” as well, although it goes even farther over the top in its celebration of the retail holiday, which may be off-putting even to fans of last year’s ad. And if you didn’t find much to appreciate in “Nailing It,” then you’d do well to just skip this one.
The 60-second broadcast spot makes its debut November 2 and will be followed by another spot, with another original song, later in the month. There are also 30 and 15-second versions of the spot for broadcast, and a supporting integrated digital and social campaign.
“We had a pretty high bar to reach beyond last year’s initiative – not only in terms of production value but also in producing stellar results,” said OKRP CEO Tom O’Keefe. “Big Lots has embraced a distinctive brand voice that we have been able to build on with every new campaign. It’s a smart and brassy vibe that has really resonated with its core audience and is reflective of the talent we’ve brought into the advertising like Deanna.”