Kohl’s Taps Martin Agency For ‘Westworld’-Inspired Holiday Spot

Kohl's Taps Martin Agency For 'Westworld'-Inspired Holiday Spot

By Adrianne Pasquarelli

Some retailers are eschewing larger, anthem-style holiday spots this year and opting for more product-focused, pithy videos. Kohl's is not one of them. Like last year, the retailer is producing another cinema-level, epic commercial, this year tapping the Martin Agency to create the 30-second video.

"Last year's spot was the best we've ever done so our goal this year was to top it," says Greg Revelle, chief marketing officer at Menomonee Falls, Wisconsin-based Kohl's referencing last year's "Game of Thrones" meets "Braveheart" mash-up. Beginning Sunday, consumers will see a commercial that Kohl's said was inspired by "Westworld." It features a fictional "Mrs. Johnson" as a horseback hero who saves the day with gifts for all.

While the retailer has recently worked with Peterson Milla Hooks on fashion-related marketing, it chose Martin for brand work, a relationship that is ongoing, Revelle says. The chain will also be running promotional spots to highlight Kohl's loyalty program Kohl's Cash and merchandise.

"The real combination of the top-of-the-pyramid brand work with the mid-level value proposition and promotion work is the best [strategy to make Kohl's top of mind]," Revelle says.

Read the full story in Ad Age.