Have your say: Is this Holiday ad cute or offensive?

Most ads at Christmas are warm, loving story-telling moments that tug at your heart-strings. And along comes this ad from Joe Boxer and K-Mart which at first blush appears to be relatively cute and harmless.  It’s not that offensive, until of course, you link it to the sacred time of year:  Christmas.  

 

 

It sure stands out, and it has tremendous sharing capabilities with over 12 Million views on-line already.  But to show how polarizing this ad is, the Ad tracking shows it scores extremely high on attention, but very low on relevance.  It scored extremely high in the “dislike” category, however at the same time it scored very high on “likeable”.

This appears part of K-Mart’s shock value advertising they are using this year, following up on “Ship My Pants” ad below.

 

Brands really only have four choices:  better, different, cheaper or not around for very long. Both of these ads are cute ads, but neither really says why you would ever choose K-Mart.  Slide1I’m sure the ad industry likes them.  But you can get free shipping of lousy pants at many stores these days.  And Joe Boxer has pretty good distribution across most chains.

So aside from the shock value of these ads, is there really anything sustaining for K-Mart?  In Canada, there was a store called Zellers that used the same shock value style ads.  They just went bankrupt.

I’d mark this down as to a bad and confused creative brief, with a client more intent on seeing advertising as fun than effective. 

Have your say:  Will the new K-Mart ad drive more sales or not?

If you like this story…

If you’re in the holiday spirit, you might like to see how John Lewis of the UK has handled their Christmas ads the past 5 years.  They likely even jump out more than this K-Mart ad, while tugging traditionally at your heart strings.  New John Lewis Christmas ad

You might also enjoy reading about brands that are using consumer insight as the basis of their advertising.  So many Brand Leaders think your job is to represent the brand to the consumer.  What if you were to represent the consumer to the brand?   Would your work look different?  Click on this story to read more:   5 Great Ads Based on a Unique Consumer Insight

And if you want to know how to write a better creative brief, here’s a simple step by step process to help you.  Click on this story to read more:  How to write an Effective Creative Brief

To see a training presentation on getting Better Advertising

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Graham is the voice of the modern Brand Leader. He started Beloved Brands, knowing he could “Make Brands better and Brand Leaders better™”. His Beloved Brands blog has 2 million views, and his public speaking appearances inspire Brand Leaders to love what they do. The idea behind Beloved Brands is the more love you can generate with your consumers, the more power you have in the market which drives higher growth and profits for your brand. As a brand coach, Graham helps to find growth where others couldn’t, creating Brand ideas consumers love and Brand Plans everyone can follow. For Brand Leaders wanting to reach their full potential The Brand Leadership Center offers workshops on strategic thinking, analytics, planning, positioning, creative briefs, judging advertising and media. Graham spent 20 years leading some of the world’s most beloved brands at Johnson and Johnson, Pfizer, General Mills and Coke, rising through the ranks up to VP Marketing. Graham played a major role in helping Pfizer win Marketing Magazine’s Marketer of the Year award. Beloved Brands has a robust Client list that includes NFL Players Inc, NFLPA, Pfizer Consumer Healthcare, Earls Kitchen + Bar, 3M, 649 Lottery, Sunlight, Carlsberg, Slimquick, Red Racer, Shagri-la Hotel, Canada’s Wildlife Health and Fluke.

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