Ad of the Day: Kmart

Draftfcb shows off a dizzying array of Halloween costumes, and sets a world record in the process

Headshot of Tim Nudd

Looking for a killer Halloween costume? Check out this killer Kmart commercial first.

The dizzying 90-second spot, from Draftfcb in Chicago, distills the essence of a live event held earlier this month in the parking lot of a Chicago Kmart, where Monternez "Monty" Rezell danced his way through scores of Halloween costumes—showing off a tiny portion of the 3,000 or so available online and in-store at Kmart. And it wasn't just a leisurely shoot, either. Rezell, one-half of the Stick and Move dance duo (who appeared on America's Got Talent), was aiming to beat the Guinness World Record for number of costume changes—and he did so, with over 150 changes in six hours and five minutes. (Each costume consisted of at least three pieces, and Rezell needed to change into each one unassisted and remain in it for at least five seconds.)

The agency invited mommy bloggers to the site to watch the challenge live; created the #Kmartworldrecord hashtag for people to follow and share on Twitter, Facebook and Instagram; and streamed the event live on UStream. All good backstory—but the finished spot is pretty amazing to watch, too, unless you're prone to motion sickness. The sweeping frozen-moment camera pans are brilliantly executed (and show off the costumes wonderfully), and the soundtrack—"Like Wolves," by David Condos—lends a supercool, foreboding air to the production.

The most eye-popping Kmart ad ever? It just might be. Frightfully good.


Client: Kmart

Agency: Draftfcb, Chicago

Chief Creative Officer: Todd Tilford

Senior Vice Presidents, Creative Directors: Elke Dobrowolski, Howie Ronay

Vice President, Creative Director: Sean Burns

Senior Vice President, Director of Content: Brian Cooper

Senior Vice President, Group Executive Producer: Chris Bing

Producer: Jeffrey Piper

Senior Vice President, Group Management Director: Kelly Graves

Account Director: Kiska Howell

Account Executive: Alexandra Haake

Assistant Account Executive: Mallory Beausir

Social Platforms Community Manager: Vanessa Torres

Associate Director, Customer Intelligence: Janneke Van Geuns

Postproduction: Inside Job

Senior Producer: Celena Mossell

Editor: Ben Flaherty

Director, Motion Design: Jon Gallo

Assistant Editors: Dave Cullen, Justin Tvedt

Executive Producer: Rene Steinkellner

Production: Fountain Studio

Director: Tony Gaddis

Director of Photography: Andrew Cutraro

Producer: Tina Moy

Editors: Casey Stockdon, Bryan Arnold

Camera: Big Freeze

Song Credit:

Artist: David Condos

Song: "Like Wolves"

Dancer: Monternez "Monty" Rezell

@nudd Tim Nudd is a former creative editor of Adweek.
Publish date: October 22, 2012 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT