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Kmart: Show Your Joe
Wondros director Christian Weber presents a cheeky holiday musical performance in a new spot for Joe Boxer and Kmart's 'Shop Your Way' program. Created by DraftFCB Chicago for Kmart, the commercial presents an indelible reminder that the retailer's rewards program is available for many of shoppers' favorite brands, such as the Joe Boxer undergarments that figure prominently in the spot.
Six handsome, tuxedo-clad fellows stand behind a white draped table, playing a holiday tune on handbells. The tune ends, the bells are set down, and suddenly the table is wheeled away to reveal that these gents are tuxedo-clad only from the waist up. Wearing festive, holiday-themed Joe Boxers on their lower halves, our musicians simultaneously assume a wide stance and begin ringing out a hip-shaking rendition of 'Jingle Bells'. Delightfully irreverent, the spot closes with a voiceover advising viewers that 'Shop your way members can ring in the holidays with Joe Boxer' before closing with Kmart's holiday tag 'Get in. Get more Christmas'. The playful attitude infused through the spot by the creative team at DraftFCB and director, Christian Weber, keeps the material appropriately nice, with just the right amount of naughty. The musicians' performance and attire stand out against the elegant snow-kissed trees. Further, a Kmart Holiday Joe Boxer app will be released allowing users to create their own music. The results are sure to be talked about throughout the holiday season as shoppers make their way to Kmart to make their own holiday wishes come true.
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