Hasta La Creative!

Kohl’s is adding emotional broadcast spots to its holiday mix, in a bid to stand out from the promotional maelstrom of the season.

A year ago, the retailer’s entire campaign, from Interpublic Group of Cos.’ McCann Erickson, New York, featured specific messaging about savings, sales and Kohl’s Cash — coupons earned by spending certain amounts at the retailer — in addition to featuring specific products. Not so this year. A new ad breaking Monday features a couple decorating their elderly neighbor’s apartment for the holidays while she’s out — no mention of sales or Kohl’s Cash to be seen. Set to a sedate cover of Bob Dylan’s “Forever Young,” it tugs at the heartstrings.

Michelle Gass, Kohl’s chief customer officer, said that last year a true brand spot was “missing from the mix. We didn’t have, as part of our advertising, what I would call a pure brand spot that really spoke to the insights and spirit of the holiday and spoke to our emotional connection [with consumers] and values.”

Continue reading at AdAge.com