CHICAGO Kmart's first corporate image campaign from Grey Global Group will break during the second game of the World Series on Oct. 19.
The work introduces the tagline, "Kmart. Right here. Right now," using a re-recording of Jesus Jones' 1992 pop song "Right Here, Right Now." Ads will employ an urban theme "expressing a cross-cultural appreciation that reflects where America is today and where America will be tomorrow," the Troy, Mich., retailer said on Thursday in a statement.
Grey's lead office in New York worked on the campaign with Carol H. Williams, an African-American speciality shop in Oakland, Calif., and Wing Latino Group, a Grey-backed agency in New York. Grey's MediaCom handled media duties.
Commercials "feature Kmart stores and the familiar faces that represent Kmart's exclusive brands," and highlight Kmart brands including Martha Stewart Everyday, Joe Boxer and Route 66, the client said in the statement.
Kmart awarded creative on its $270 million ad account to Grey in August following a review. The agency bested finalist Campbell-Ewald Advertising, Warren, Mich. MediaCom was awarded media planning and buying following the review.
Incumbent TBWA\Chiat\Day in New York resigned the business in late July amid legal disputes over unpaid bills that were settled out of court. TBWA\C\D won the account in 2000 and was best known for its Joe Boxer-themed work.