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Kmart's Layaway is So Good, It's Championed by a Nun

DraftFCB Premieres New Spot Promoting Retailer's Blessed Layaway

Editor's Pick

Why are layaways always so evil? Blackout dates, limits on merchandise -- it's almost like they were created and concepted by a group of evildoers that happens to include Genghis Khan, Satan and the guy who always takes the last donut. Turns out, that's actually the case, according to Kmart and DraftFCB's newest spot directed by Bob's Zach Math, promoting the retailer's good, not-evil layaway, which has the blessing of one very holy person.

The video follows a super-quirky effort that appeared just last week, also designed to promote layaway. The online film featured the strangest mix CD ever, which had only one track: The sweet sounds of layaway. The campaign continues the retailer's comedic roll, following viral hits like "Ship My Pants" and an extremely early holiday spot starring a gingerbread stalker.

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About

Credits
Date
Nov 12, 2013
Agency:
DraftFCB
Client:
Kmart
VP Creative:
Mark Andeer
Director of Marketing Strategy:
Brandi Ply
Director of Advertising:
Beverly Mason
Chief Creative Officer:
Todd Tilford
EVP, Executive Creative Director:
Jon Flannery
SVP Creative Director:
Howie Ronay
Associate Creative Director:
Tom Flanigan
Associate Creative Director:
Myra Mazzei
Agency Producer:
Chris Bing
Director:
Zach Math
Production:
Bob Industries
Editorial:
Casey Cobbler
Category
Genre
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