Kmart’s Da Rich Kidzz music video goes viral three days after launch

Kmart, the American discount store, recently worked with Da Rich Kidzz, a group of kid rappers aged 10-13-years-old, to create a hip-hop music video all about riding their school bus back to school.

Titled ‘My Limo’ the full music video went live online three days ago and has already received over 150,000 views. Two 30-second adverts will follow in the coming weeks as part of Kmart's wider back-to-school campaign.

The ads were conceived by Draftfcb, the creative agency behind the brand’s ‘Ship My Pants’, ‘Big Gas Savings’, and ‘Yo Mama’ virals, and aim to convey that Kmart has must-have clothes and other school supplies for kids returning to the classroom.

Get the Newsletter

Keep up to date with the latest news and insights.

Subscribe

Jennifer Faull

Jen Faull is deputy news editor at The Drum with a remit to cover the latest developments in the retail and FMCG sectors. Based in London, she has interviewed major business figures including top marketers from Mondelez, Unilever, Tesco, and Lidl.

All by Jennifer