CHICAGO Interpublic Group's DraftFCB continues the use of the animated "Mr. Bluelight," developed by WPP Group's Grey, in its first work for Kmart.
The campaign, which includes TV, radio and interactive advertising, breaks this week and touts the back-to-school season. In total, the agency created 14 spots to run on broadcast, cable and syndicated TV, as well as 10 radio spots.
One television spot has the animated character teaching a "lesson" about notebooks and other school supplies available at Kmart. Another shows the character driving a school bus and touting the deals at the retailer.
"In creating Kmart's first campaign, we wanted to capture the attention of moms nationwide and make them aware of Kmart's multidimensional offering, encouraging them to actively cross the aisle from school supplies to apparel," said DraftFCB chief creative officer Tom O'Keefe in a statement.
Online marketing includes banner ads targeting mothers and teenagers on sites such as MSN.com, iVillage.com and Clubmom.com. A click-through on the ads will land on a page where they can print out a shopping list to take to the store.
Kmart, owned by Sears Holdings of Hoffman Estates, Ill., moved creative duties on its $200 million advertising account to DraftFCB in April of this year without a review.