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Good old KMart. I remember my grandmother taking me there when I was a kid. The blue light specials. The cafe in the back of the store with popcorn and Icees. The only section I really cared about was the toy section.<\/p>\nGood old KMart. I remember my grandmother taking me there when I was a kid. The blue light specials. The cafe in the back of the store with popcorn and Icees. The only section I really cared about was the toy section.<\/p>\n
Since then, I don’t think I’ve been in a KMart more than a handful of times. It never seemed to keep up with the Joneses – it never had the massive marketing machine of WalMart or the coolness factor of Target.<\/p>\n
So it languished. Stores closed. It was acquired by Sears. In terms of brand cache, it had very little.<\/p>\n
Then it did something interesting. It made a couple of clever commercials – the “shipped my pants” series of spots. They were well written, well shot and did what they were meant to do: get people talking about KMart again. The spots won awards<\/a>.<\/p>\n Now, another brand is using a clever spot to increase its awareness and try to improve its recognition: Value City Furniture.<\/p>\n Growing up in northwest Pennsylvania, Value City was a staple, featuring off-price merchandise, close-outs and more. Even though the Value City chain closed in the late 2000’s, the furniture chain carries on, competing with large local and national furniture chains.<\/p>\n They recently launched a new series of spots that are clever, the best of which I’ve embedded below.<\/p>\n