So here’s my new obsession. The newer Kohl’s ads produced by local MPLS agency Peterson Milla Hooks really make me smile. It’s what it should be. It’s storytelling. Showing, not telling. When “The Surprise” aired last holiday, my first reaction was “Awwww!!!!!” and I quickly proceeded to show my co-workers. Watching it again, I thought, “Someone get me a granny, I want to make her day!”. Continuing to ponder, I thought, well that was risky, Kohl’s. No copy trying to sell product. In fact, there’s no copy at all. It wasn't necessary. Tacking on salesy writing doesn't work with this kind of spot. Does marketing-y writing in general move people? Especially Millennials? No. Research already shows we like the emotional stuff. (I'm seeing more and more of it.) And we like causes. The ad has both.
Now, school is back in session and so is Kohl’s with a new ad “First Day Journey,” which aligns with their “YES” campaign. Once again, bravo. It is an adorable 30-second journey of a 6-year-old’s first time navigating the big, unnerving school bus — right at eyelevel. I don’t need kids for this to hit close to home, though let it be known a mom friend of mine was the first to point out this ad. All I have to do is think back to my own first day of school. How exciting and nervewracking it was, all at the same time.
In the ad, girl steps onto a bus full of kiddie chaos and the copy reads, “Yes to the first-day outfit.” It’s a jungle in there. Confidence is key on the school bus. A good outfit helps. (That line, by the way, is the only very subtle mention of product.) The last line of copy reads, “Yes to a new friend.” Every mom prays for that. Every kid yearns for that. School sucks without friends, am I right? What helps? I remember feeling much more set for school knowing I had a cute outfit to wear. For some reason, it’s a big day with big fashion expectations.
PMH gets it. The result? A Kohl’s that understands you. A memorable ad that beckons you — except you forget it’s an ad because it’s so beautifully done. Somehow you wind up at Kohl’s for back-to-school shopping. Coincidence? I think not.
Have you seen the back-to-school ad? What do you think?