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Each year, as the holidays draw near, you can depend on Kmart to start rolling out ads for its reserve-now, pay-incrementally layaway program. (In fact, Kmart couldn't even wait for the official start of fall to begin touting it this year—the company's first Christmas layaway ad aired in September.) While the ads usually focus on the convenience of the layaway plan, for its latest spot, the mass retailer is finally taking a different approach by poking fun at its competitors' not-so-great offers.
The minute-long "Boardroom" spot, by Draftfcb in Chicago, imagines the corporate headquarters of a fictitious competitor as a place where villains gather to deprive consumers of a good deal.
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