WingLatino Develops New Back-to-School Ad Campaign For Kmart.

Kmart launched its new Back-to-School campaign this week with original television and radio commercials created by Hispanic agency WingLatino. The ad campaign, which carries the theme of “one product inspires the other,” consists of 15 and 30 second spots that target Hispanics gearing up for the busy back-to-school shopping season. The commercials are scheduled to run from now through the end of August.

The creative concept behind the campaign is based on insights that indicate how shoppers think about the products they purchase. For example, consumers often purchase seemingly unrelated products during a single shopping experience, a phenomenon that WingLatino plays on in the Kmart advertisements.

“A shopper may go into a Kmart store to buy a pair of jeans and while thinking about how much her boyfriend is going to admire her in them, she will remember to buy the perfume he loves for her to wear,” said Roberto Alcazar, Chief Creative Director of WingLatino. “With our campaign of ‘one product inspires the other’, we connect with consumers because we present anecdotes from shoppers they can relate to as they prepare to make their back-to-school purchases.”

The ads have a hip and energetic feel that uses school-related settings to tell the narrator’s’ story. In “House of Kmart”, a young girl asks how a pen relates to a mini skirt and then talks through her thought process of writing a letter to an admirer, personalizing it with perfume, finding inspiration listening to an iPod, and then ultimately putting on a mini skirt to really capture a boy’s attention. At its conclusion, the girl says that all items are available at Kmart.

“We wanted the campaign to speak to our products from the perspective of the shopper,” said Jon Gieselman, VP – Advertising and Public Relations at Kmart. “The creative has a word-of-mouth feel and the narrative is very conversational, not unlike a story you may hear from a best friend or classmate. To make the campaign feel even more authentic we also limited our casting to real people instead of actors.”

The campaign features items found at Kmart along with some of its exclusive brands such as Route 66 and Thalia Sodi. The ads began running this week in spot television and radio stations in Los Angeles, New York, Miami, Chicago, and San Francisco.