Last holiday season, Kmart clearly had a ball (or two) with its advertising. This year, it's all about bellies.
In a nice upgrade from the retailer's spot featuring guys playing their beer guts like kettle drums, we now have a dance squad made up of belly-proud moms-to-be. It's the latest in agency FCB's #ShowYourJoe campaign for Joe Boxer, and this time we find five ladies rockin' some comfy pajamas and shakin' it for two to the tune of holiday classic "Santa Baby."
Directed by Wondros’ Christian Weber, it's a surprisingly perfect juxtaposition of female empowerment and one of Christmas' sexier songs. The track is faster than the famously slinky Eartha Kitt version, which keeps the spot from going to truly weird places.
Source: http://www.adweek.com/
