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Let me start by saying that this is a hall of fame spot. And based on what the brief appears to have been, the folks who made it couldn’t have done a better job.
That said, the ad itself actually answers your question. Its big news is that you can get free shipping online…in 2014. They might as well have briefed the agency to make a spot about how water is wet.
The ad did nothing to get people into Kmart. Eddie Lampert refused to fix the stores. It was a disgrace.
Turns out one hilarious campaign can't save a brand. Of course, the company's problems may have had more to do with private equity firms than the actual business. But such is life in the modern world.
Right?! Kmart had some really memorable ads, but I think the brand just struggled with consistency and keeping up with trends. They also had a hard time competing with bigger retailers like Target and Walmart. It’s crazy to see such strong ads not translate into long-term success
Strong ads? Potty humor that reinforced the poor opinion people had of the smelly, run down stores?
This is amazing
The ship was already sinking by then. A great campaign couldnt stave off the inevitable.
A lesson in pure management incompetence and value destruction — they could have been Target, or Amazon, or learned from Walmart. Instead they were wrung out for real estate profits.
I didn’t realize this was their ad! It’s so good haha