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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.
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