Attention. Attention, Kmart shoppers. Mars Blackmon has larboard the building.
The new attack from TBWA/Chiat/Day, New York, for the afflicted banker is directed by the perpetually affronted cine auteur Spike Lee, but not so’s you’d notice. The ads are affable and analytic absorbing and as bare of agitation as can be. No cool Mars characters. No indigenous tension. No moral conflict. No alarm — in short, none of the attitude we’ve appear to accessory with a Spike Lee joint.
All of which is fine. The spots are in no way compromised by their abridgement of auteurial signature. What they are compromised by is their apparent abridgement of salesmanship.
‘Stuff for life’ The latest affair is “Stuff for life,” the affable admonition of how Kmart commodity fits into your average-American lifestyle. And, indeed, the spots are brimming abounding of warm, genuine-looking affirmation of the premise: a makeshift covering fabricated with a (presumed) Kmart bed area draped over some (presumed) Kmart chairs and the remark, from a mom, “They alarm it a active room. It’s added like a affair park.”
It’s a tiny, advertent truth. Here’s another: “Every carpeting stain tells a story” — this from a dad whose toddler has approved to use the ancestors sheep dog as a table.
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