Kmart focuses on home products in second instalment of ‘The Clapping Song’ campaign

Kmart has continued with its focus on what Kmart products feel like in its campaign featuring ‘The Clapping Song’.

Created by BWM Group Melbourne, the new ads focus on what Kmart Home feels like and follows on from the discount retailer’s campaign focusing on its fashion offering.

The ads, directed by Lachlan Dickie from Exit Films, communicate this idea through focusing on various products against a plain white background before it changes to reveal a scene to match the feeling the product creates.

Amy Hollier, creative director at BWM Group Melbourne, said: “Lachlan Dickie from Exit Films was the ideal choice to direct these ads. His visuals are slick, exquisitely thought out, and look good enough to eat. They truly capture that liberating feeling of getting something beautiful for next to nothing.”

Launched nationally on August 3, the commercials are complemented with a full digital, social and PR program.


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