KMart’s Christmas advertising campaign this year includes “Show Your Joe”, a cheeky commercial for Joe Boxer and Kmart’s “Shop Your Way” program. 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”, jingle ball all the way. 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.” A Kmart Holiday Joe Boxer app will be released allowing users to create their own music.
The Show Your Joe ad was developed at DraftFCB, Chicago, by chief creative officer Todd Tilford, executive creative director Jon Flannery, creative directors Howie Ronay and Sean Burns, creative director/copywriter Cayne Collier, art directors Eric Collins, Joey Ellis and Larry Pipitone, creative editor Casey Cobler, executive producer Chris Bing, agency producer Lara Hurnevich and senior producer Rene Steinkellner, working with Kmart VP creative Mark Andeer, Kmart Apparel chief marketing officer Diane Vaccaro and director of advertising Beverly Mason.
Filming was shot by director Christian Weber via Wondros with executive producer Gina Zapata, head of production Kimberly Bryant, line producer Grant Jue, director of photography Scott Henriksen and production designer Eric Beauchamp.
Music was produced at Mutato Muzika.