Hasta La Creative!

In the epic battle for shopper dollars this holiday season, Kohl’s is ramping up its marketing investment and betting big on a cinematic-level campaign spot. On Nov. 1, the Menomonee Falls, Wisconsin-based retailer is releasing a 30-second commercial that shows a scene reminiscent of “Braveheart”on a cold wintery landscape, a group of shoppers dressed in red throw and catapult presents to a group dressed in green. Though the green group didn’t get any presents for the red group, it’s not a problem, according to a store associate, who rides into the fray on a reindeer. “You do realize everyone wins,” she says. “Presents for them means Kohl’s cash for you.”

The tagline is “Give Joy, Get Joy.”

The message that Kohl’s shoppers can reap the financial rewards of its loyalty program is one that will reverberate in all aspects of holiday marketing, according to Greg Revelle, who joined Kohl’s as chief marketing officer seven months ago.

Continue reading at AdAge.com