Chicago-based agency O’Keefe, Reinhard & Paul wasted no time releasing their first campaign for Big Lots, after winning AOR duties for the company in late January.
OKRP worked with former Kmart CMO Andrew Stein(who was the man who of course led the infamous “Ship My Pants” campaign) on the new digital effort promoting the fact that Big Lots “ is now the official Hostess Thrift Shop.” The campaign, “#thriftisback” is centered around two Hostess-themed videos. “Mostess” is a 60 second spot featuring a group of choreographed moms dancing to a song name-checking Hostess treats. Yeah, OKRP definitely went the goofy route with this one. As tough as “Mostess” is to watch, the 90 second “Twinkie Time,” which features a car ride marred with an a capella Twinkie song, is just plain insufferable. (It could just be me, as I have a strong aversion to a capella, but I don’t think so.)
“Videos are emblematic of the kind of quick-to-market, impact-driven and unexpected work that we are doing for clients who need to turn around campaigns yesterday,” explains O’Keefe, Reinhard & Paul CEO Tom O’Keefe. In addition to the videos, the campaign also features social media and digital marketing. Stick around for “Twinkie Time” after the jump (if you dare), and head on over to Big Lots’ YouTube page for more.