Kohl’s Holiday Ads will be Emotional

Kohl’s Corp. (Menomonee Falls, Wis.) will shift its holiday broadcast advertising to a more emotional theme this year.

According to Advertising Age, the retailer will roll out an ad featuring a couple decorating their elderly neighbor’s apartment for the holidays while she’s out, with Bob Dylan’s “Forever Young” playing in the background.

There will be no promotional content to the ad.

That’s a marked contrast from a year ago, when Kohl’s entire campaign featured specific messaging about savings, sales, specific products and holiday-related coupons called Kohl’s Cash.