Gotta get down on Friday
Kohl's finds a surefire way to alienate customers: Use Rebecca Black to promoteBlack Friday
Add Kohl's Department Store to the list of retailers opening at midnight on Thanksgiving. This is the earliest opening in the company's history, and Kohl's is hoping to garner some consumer attention for its sales with Black Friday advertisements.
But usurping Rebecca Black's "Friday" for the occasion — the most irritating, mind-numbing, impossible-to-get-out-of-your-head tune in recent history — may not have been the best choice. Parody or no, the commercial above isn't doing the brand any favors.
Former proponents and potential customers are inundating the department store's Facebook wall with complaints on two fronts:
- Kohl's is a greedy and cruel corporation for forcing its employees to interrupt Thanksgiving with their families by preparing for an unreasonably early Black Friday opening.
- The marketing department has made a terrible mistake with the Black Friday commercials. The spoof promotes everything unsavory about the busiest shopping day of the year — pushing past the elderly, stealing from other shoppers' carts and other bad manners — plus it makes viewers want to seek out a lobotomy, impale their own eardrums, destroy perfectly good television sets, etc.
Some reactions may be melodramatic, but it's tough to overlook that the attitudes and behaviors portrayed within the commercial — and perhaps even in the early opening — seem at odds with Kohl's holiday marketing campaign, "Love to Give, Happy to Save."
Tell us: Is the reaction to the new Kohl's commercial overblown?