Kohl’s Releases ‘More’ Holiday Ads

MENOMONONEE FALLS, WIS. — Kohl’s this week is launching holiday TV and radio ads that will run through Christmas Eve. The campaign reinforces the retailer’s signature tag “That’s More Like It” and play up “more” with key words associated with the season, such as “more gifts,” “more warmth” and “more ornaments.” McCann-Erickson, New York, handles.

Three 30-second TV spots build on last year’s concept of family and holiday spirit. Creative reprises Bobby Darin’s “More,” which played in ads last year. Last year’s bumbling gift wrapper returns in one of the spots, this time as an “unwrapper” who mischieviously opens packages and tries on gifts under the tree.

“Snowy Night” shows a family opening presents by candlelight after a storm knocks out the electricity and their disappointment when the lights come back on. “For The Holidays” highlights the decorations, picture frames, clothing and jewelry of the season.

Ads will air on local market affiliate stations and cable channels including Lifetime, A&E, TNT and HGTV. Budget was undisclosed