Valentine's Day is near. Thoughts and tokens of love are everywhere.
Indeed, Valentine's Day is one of the most opportune times for brand storytelling.
This commercial is a wonderful example of how brands can position themselves as playing important roles in the contemporary context of everyday life in America. Here, the brand is acting as far more than a store where you can buy a seasonal item. The brand becomes your partner helping you achieve things that really matter to you.
The commercial is well conceived and produced. It is full of nuanced detail, a true example of a "rich media" experience with layers of meaning giving rise to strong emotional responses.
Without a doubt, Kmart has won the 2015 Valentine's Day Advertising Sweepstakes and taught every retail brand a powerful lesson about how to communicate as a leader.
Copyright © 2015 by John Eighmey. All Rights Reserved.