The Drum Awards Festival - Extended Deadline

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By Jennifer Faull, Deputy Editor

July 29, 2013 | 1 min read

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.

Back To School

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