Kohl's: advert-body-1 by PMH

Kohl’s tapped the Minneapolis-based ‘famously unfamous’ PMH (Peterson Milla Hooks) to conceptualize and create the ‘10 Years. 10 Moments’ national TV campaign celebrating a 10-year relationship and partnership with icon Vera Wang.

Director Luca Guadagnino (A Bigger Splash, I Am Love, Call Me by Your Name) worked on the 30-second spot, bringing Italian flair to the US retailer’s campaign.

The spot starts with Vera in a moment of inspiration, pivoting to a series of vignettes depicting a single point of time in the lives of nine diverse women.

The points range from a woman lounging comfortably to a close up of an expectant mother’s growing belly, as Vera’s voice plays in the background highlighting the underlying innuendos through phrases such as “We Drifted,” “We tied the knot,” and “We created something new.”

Throughout the spot, each moment, large and small, pays tribute the one of the last 10 years since the designer and brands relationship began.