Kmart refreshes campaign with new song, ‘Bom Bom’ replaced with ‘The Clapping Song’
Kmart has continued its strategy of using a catchy song in its campaigns with the discount retailer moving on from ‘Bom Bom’ by Sam and the Womp to a revitalised version of ‘The Clapping Song’ by Shirley Ellis.
Created by BWM, the ad continues in the tradition of the ‘Bom Bom’ spots with a series of models dancing, however it changes from the ‘Bom Bom’ focus on what does a dollar amount look like at Kmart to what Kmart fashion feels like.
It communicates this idea with the models in the Kmart clothes originally against a white background before it changing to reveal a scene to match what the clothes feel like.
https://www.youtube.com/watch?v=5s_iWk8yD6U&feature=youtu.be
Dion Workman, Kmart general manager Marketing, said: “Refreshing Kmart’s sound was part of our overarching strategy to evolve the brand, and further the fusion of great products and low prices that make Kmart irresistible.”
Launching on Sunday, three 30-second TV ads will be complemented by a full digital and outdoor campaign featuring banners, mirror installations in shopping centres, an Instagram competition, street posters and a new styling video on YouTube.
Mark Watkin, BWM managing director, said: “The latest products at everyday low prices deliver unbeatable value to customers. It’s what sets Kmart apart from other retailers. Developing playful campaigns set to instantly recognisable tracks has become their trademark. This new campaign is a continuation of this distinct approach, and is all about finding new ways to engage with and inspire Australian’s of all ages.”
BWM was appointed as Kmart’s creative agency in 2012.
The ‘Bom-Bom’ ad:
https://www.youtube.com/watch?v=7FodcqwbLYg
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they have lost the plot!
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DIS IS JEENIUS SUM1 SHUD WIN A KARN LINE!
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Shirley Ellis did the original in the early 1960s (along with The Name Game), but most people would be more familiar with the version by The Belle Stars from 1983 which went to number one and had several disco remixes on a 12″ single.
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OMG that is sooooooooooo BAD
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It’s not exactly great advertising but it gets to the point, “KMART is cheap” and I’m always impressed by their diversity in casting.
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Hi,
While I do ‘dig’ the song as it was part of the background music of my life. I don’t really believe that it is appropriate for the younger generation, who will of course access Youtube to hear the real version, rather than in an advertisement format.
3, 6, 9
The goose drank wine
The monkey chew tobacco on the street car line
The line broke, the monkey got choked
And they all went to heaven in a little row boat
…
My Mother told me
If I was goody
That she would buy me
A rubber dolly
My Auntie told her
I’d kissed a soldier
Now she won’t buy me
A rubber dolly
…
(http://artists.letssingit.com/.....z31mxmsqgA
Is this really a seemly theme for the young people that the advertisement is aimed at?
Yours
Donna
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Hey Donna. Listen to the Kmart ad. They’ve changed all the lyrics to be politically correct. The goose drank lime (not wine), the monkey chewed a mango (or is it tomato?), the monkey got ‘woken’ (I think), and the all went together in a little row boat. And we never hear about what Auntie told Mum.
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Agreed saminoz,
PC lyrics…just shows a dollar will flatten anything.
Put together by people with an adjective for a title (“creative” – gimme a break!) pitched to an audience in an attempt to prove the world is full of dumb people….
Must be proud they pull into the driveway at the end of the day responsible for this utter nonsense.
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