Kmart Treads a Fine Line Between Genius and Desperation

As I’m sure many of you have already seen, Kmart’s newest Christmas commercial has aired (and gained quite a bit of attention). What starts out as a fine and dandy formal Christmas tune quickly turns into a Magic Mike meets Santa Claus rendition of “Jingle Bells.” The big question here is whether Kmart’s advertising agency (DraftFCB) had a moment of genius to bring this stumbling company back to the forefronts of retail, or if they simply succumbed to controversial ads in a moment of desperation. (more…)