PRNewser FishbowlNY FishbowlDC GalleyCat TVNewser TVSpy LostRemote SocialTimes

FCB Chicago Helps Grandma ‘Shop Like A Boss’ for Kmart

FCB Chicago keeps things weird for Kmart in their latest spot for the brand, “Shop Like A Boss,” although it’s nowhere near as strange as the brand’s Christmas campaign.

The spot opens on a grandma-type, billed as “Shop Your Way Member Julia Ruiz,” sitting at her computer. After clicking a button, she throws on her hoodie, shades and bling as the soundtrack shifts from serene birds chirping to a hip-hop beat. Soon she’s joined by the two other members of her entourage, and the rest of the spot (the full-length version runs around 95 seconds) is basically a music video. Ruiz and her crew roll up to Kmart, dance around, and pick up her order.

It’s a pretty simple idea, but it’s not without its moments. In the full-length version some of the humor lies just in how the idea is drawn out to such great length, and also how well this Ruiz character plays the part. The spot is meant to promote Kmart’s “shop online, pay in-store” feature, which is touted by a voiceover at the spot’s conclusion. While some viewers may not draw the connection from “Shop Like A Boss” to the service, the spot is at least (quite) memorable and ties the idea to the brand.

KMART CREDITS

Chief Digital Marketing Officer: Bill Kiss

VP Creative: Mark Andeer

Director of Production:  Paul Van Wart

Advertising Manager:  Amy Mitchell

Marketing Manager, Multichannel OBU: Brenda Lynch

 

ADVERTISING AGENCY CREDITS

FCB Chicago

Chief Creative Officer: Todd Tilford

SVP, Creative Director: Michael Shirley

VP, Creative Director: Myra Mazzei

Copywriter: Marianna Ruiz

Executive Producer: Chris Bing

 

Production Company: Lord + Thomas

Director: Ben Flaherty

Director of Photography: Lyle Vincent

Editor: Steve Immer

 

Production Services Provided by: We Are Famous

Executive Producer: Joshua Greenberg

Producer: Carra Greenberg

Mediabistro Course

Google AdWords

Google AdwordsStarting December 1, learn how to create an effective Google AdWords campaign for your brand! In this course, you'll learn how the fundamentals of AdWords including how to read the dashboard, monitor and optimize your campaigns, and what to look for to improve your results. Register now!