Kohl’s Taps Giannis Antetokounmpo & Ellie Kemper for Holiday Marketing Push

Kohl’s is turning holiday shopping into a slam dunk by pairing Milwaukee Bucks superstar Giannis Antetokounmpo with the beloved “Kohl’s Mom” Ellie Kemper in a new national campaign.

Marked by a hero spot that debuted during Saturday Night Football, the initiative marks the first time the department store chain has featured a Milwaukee athlete in one of its national marketing campaigns.

It goes into the NBA star's local roots to give the brand a fresh and playful twist during the hustle of the holidays.

With her signature humor and motherly warmth, "Kohl’s Mom" helps Giannis navigate the sometimes tricky business of finding the right gifts.

According to Kohl’s, their friendship becomes the very backbone across broadcast, digital, and social media channels.

Beyond shopping advice, Kemper also hosts “Hot Takes With Kohl’s Mom,” a social series where she sips seasonal drinks and weighs in on holiday traditions like caroling, Secret Santas, and artificial Christmas trees.

Holiday Moments Come To Life

In the campaign’s hero 30-second TV spot, titled “Present Predicaments,” Giannis and Kohl’s Mom deal with classic holiday dilemmas.

These include worn-out sweatshirts and cozy throws.

Giannis, in particular, finds trouble finding the perfect present for his children. Luckily for him, Kemper has the perfect solution: a buildable LEGO set.

A 15-second version of this spot, titled "Dollhouse," will keep the focus on Giannis' toy-hunting predicament. 

Later in the month, Kohl's will drop a special Black Friday spot called “Keeping Busy,” where the duo tailgates outside a Kohl’s store and makes the most of their wait with laughter and creative ways to pass the time.

All while the brand leans into the urgency and excitement of the shopping weekend.

On the ground, Kohl’s is bringing the campaign to life during the Bucks’ Holiday Game on December 18, which the retailer is sponsoring.

At the arena, fans can pose with life-size versions of Kohl’s Mom and Giannis, enjoy a hot chocolate bar, and even get special wrapping paper.

To make things even more exciting for the fans, there will also be a video activation where players share their own spicy "holiday hot takes."

How Kohl’s Keeps Its Holiday Spirit Local

Kohl’s latest campaign is solid proof that localized celebrity marketing works when it's rooted in community ties.

• Partnering with a hometown star like Giannis helps a national brand feel both personal and relevant.
• Bringing a consistent character like Kohl’s Mom across TV, social, and IRL activations strengthens the brand voice.
• An integrated push (ads + live events + content) builds a cohesive narrative that turns shoppers into participants.

Kohl's is just one of many retail giants keeping things merry this holiday season. 

Walmart, for example, recently launched a Whoville-themed campaign, where Mindy Lou helps stressed-out holiday shoppers with the Walmart app.

It's the brand's way of establishing itself as a go-to online shopping destination, especially for those on the go.

Together, these efforts prove that keeping things light and fun is the way to go for the holidays. 

Our Take: Is Kohl’s Gift Game Stronger Than Ever?

Pairing Giannis and Kohl's mom together for this campaign felt like such a natural decision.

Their chemistry is charming yet grounded, and the campaign's activations at the Bucks game give it real energy and presence.

I think Kohl’s is proving that leveraging big names works best when they let their talents' personalities shine. 

And personally? I’m here for a retailer making us smile while we shop, not just selling us products. 

In other news, Uber is shining the spotlight on Australia's car obsession with a campaign that puts pop star Shania Twain in the backseat. 

A holiday campaign shouldn't just be fun; it should also be worth remembering. Find the top ad agencies in our directory to get started with your seasonal efforts.