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105 Days 'til Christmas: Kmart Airs First Holiday Ad | CMO Strategy - Advertising Age

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105 Days 'til Christmas: Kmart Airs First Holiday Ad

Commercial Promoting Layaway Marks Earliest Ever Kickoff to Holiday Marketing

By: Natalie Zmuda Published: September 10, 2013

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Mark your calendars, the holiday season is officially under way.

In an unprecedented move, Kmart has aired its first holiday ad. The commercial, which promotes the retailer's layaway program, features a gingerbread man

sneaking up on a woman working in an office cubicle. A voiceover says: "Don't let the holidays sneak up on you. Shop early with Kmart free layaway. .

Kmart. Get in, get more Christmas."

The ad aired multiple times throughout the day Monday. The ad was even spotted on the East Coast, where Sept. 9 marked the first day of school for many
children. Almost immediately consumers took to Kmart's Facebook page to complain about the early arrival of a Christmas ad. The brand has been thanking

people for their feedback and noting, "We're just really excited for the holidays and layaway!" Last year, Kmart's first holiday ad aired on Oct. 28, according to

Ace Metrix .

Kmart's popular layway program is offering no service fees for new layaway purchases online or in store between Sept. 8 and Nov. 23.

http://adage.com/article/cmo-strategy/105-days-til-christmas-kmart-airs-holiday-ad/244064/[10/12/2013 10:53:17 AM]