Retailer Campaigns

Campbell’s Chunky soup, the official soup sponsor of the NFL, has enlisted Seattle Seahawk Pro Bowl cornerback Richard Sherman as the face of the 2014 “Mama’s Boy” campaign.

Kohl’s and AwesomenessTV have teamed up to launch S.o. R.a.d., a seven capsule limited-edition junior’s fashion line and Life’s S.o. R.a.d., an original four season YouTube series featuring top teen influencers.

The first S.o. R.a.d. junior’s capsule will launch at Kohl’s and Kohls.com Sept. 22.

Mountain View, Calif. – Target’s back-to-school ad “Supplies They Need” resonated most with consumers among all back-to-school ads in 2014. According to TV and video advertising analytics provider Ace Metrix, consumers awarded an Ace Score of 673 to the Target spot.

Los Angeles – Guitar Center is launching the fourth installment of its omnichannel “Guitar Center’s Singer-Songwriter,” offering aspiring singer-songwriters across the country the chance to take their careers to the next level, on Sep. 1. The winner of Guitar Center's Singer-Songwriter 4 will have the opportunity to record a four-song E.P with producer Don Was, perform to a national television audience on “Jimmy Kimmel Live,” new gear, $25,000 cash and more.

New York – Vertical specialty apparel retailer Ugg for Men is launching a global omnichannel advertising campaign in partnership with NFL quarterback Tom Brady. The campaign, “This is Ugg,” launches Sept. 2 and features a series of three 60-second video spots that will air on YouTube and TV.

The campaign will also feature a concurrent print component. Los Angeles-based M&C Saatchi served as creative agency.

Nordstrom Inc. has become the first retailer to launch the Like2Buy platform, which allows Nordstrom.com customers to directly purchase items featured on the retailer’s Instagram page. The commerce-enablement of visually oriented social platforms, such as Instagram, Pinterest and Vine, is an inevitable development as social media becomes more focused on photos and videos and less on text. The preference most Millennials have for visually oriented social media reinforces the value that commerce enabling these platforms has for retailers.

Fort Worth, Texas -- RadioShack is partnering with Defense Mobile Corp., a Connecticut-based veterans mobile service company to be the exclusive national retailer for Defense Mobile's new nationwide 4G LTE mobile services.

RadioShack will begin offering Defense Mobile's branch branded mobile services exclusively to the 51.6 million members of the U.S. military community, including those actively serving (including members of the Reserve and National Guard), veterans and their family members, planned for September.

Tampa, Fla. -- Hyde Park Village and Art Production Fund will present a public installation by Jessica Craig-Martin, consisting of 46 banners on display at the Tampa luxury retail locale. These public art works will be the first in a series of outdoor exhibitions, and will be on view at Hyde Park Village beginning Sept. 19.

New York -- Gap is returning to television. The brand debuted four commercials that will air on TV, in cinema, in stores and online. Created by Academy Award-nominated director David Fincher, the films were created with Wieden+Kennedy New York as part of Gap's new marketing campaign, Dress Normal. The TV campaign launches in the United States and United Kingdom in the week of Sept. 1.

HSN has re-energized its seasonal offerings with "The Fashion Edit," the company's annual fall fashion series, now through September 24.