New Mall of America ads want you to "Indulge in the Awesome"


Starting Friday, two commercials promoting the Mall of America began airing in a regional ad campaign that the Star Tribune says is geared to "...appeal to free-spirited and financially unencumbered millennials."

The pair of quick-cut commericals, produced by Minneapolis ad agency Martin Williams, appear to demonstrate that there's still "a place for fun in your life" to the next generation of shoppers. The Business Journal notes the "Indulge in the Awesome" ads represent the Bloomington megamall's first general TV campaign in eight years. While the mall has used commercials to promote Nickelodeon Universe, it hasn't had a broadcast campaign for the mall.

One of the new spots follows three women spending “the best day ever” at the mall. The commercial hits 28 locations as the trio shops for shoes, purses and jeans, eyeball three men, chow down, get their drink on and laugh a lot. The second commercial tracks a young couple shopping and visiting the mall's entertainment offerings and asks, “Who needs date night when there’s date day?”

“Mall of America is in the process of expanding and rebranding itself to reflect its vast and unique experience,” said Tom Moudry, Martin Williams’ CEO and chief creative officer. “We were able to capture the wall-to-wall activities and the social experience had by those that visit the Mall of America.”

The Mall of America, with more than 520 stores, boasts that it is the nation’s largest retail complex. The mall recently held a ceremony to mark plans for a $325 million expansion that will includes an office tower, a new luxury hotel and more than 50 additional shops and restaurants.

A YouTube video captures the behind-the-scenes action involved in producing the spot, and is followed by a preview of one of the new commercials.

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