• by Larissa Faw , October 30, 2015

Big Lots and its agency O’Keefe Reinhard & Paul (OKRP) are launching a "Black Friday" campaign that transform's Santana's classic "Black Magic Woman" into "Black Friday Woman." The spot ends with, “Christmas doesn’t happen without me.”  

Last year Big Lots acquired one million Facebook fans after its holiday campaign so the discount retailer has high expectations for this year's effort. In an attempt to recapture last year’s magic, this year’s commercial features much of the same talent including the on-air performers as well as the same director, Declan Whitebloom of RSA films.  The new spot can be seen here. 

The campaign launches with a 60-second ad followed by another spot in late November that showcases an original song. The holiday media buy also includes 30- and 15-second TV ads and a fully integrated digital and social campaign including online video, search, digital display and social media support. 

Big Lots is also running a sweepstakes promotional tie-in with the holiday release of the movie “Sisters” on December 18^th. 

“We understand that Black Friday isn’t just a one-day event as it has been traditionally promoted, but an expectation by today’s smart consumer that every day has to be Black Friday for great deals and more,” explained Andrew Stein, Chief Customer Officer of Big Lots. 

“Big Lots made huge strides last year in communicating to our customers that we are the place for all things holiday and we are putting an exclamation point on it this year by demonstrating that not only do we have the goods, but we have them at a great price every day,” Stein added. 

Big Lots annually spends around $13-$14 million on advertising according to the company's financial statements. Spending earmarked for the holiday campaign wasn’t immediately available. 

OKRP has worked with the retailer since 2014. Big Lots has reported six positive consecutive quarters since launching its new brand marketing initiative.