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Kmart’s 10-spot holiday campaign from TBWA\Chiat\Day includes several ads aimed at minority consumers.
With about 40 percent of Kmart customers being nonwhite, the merchant has focused on diversifying its ad efforts, said client representative Dave Karraker. The ads break as Kmart’s minority-market account is expected to shift, sources said.
Two holiday television spots from the New York shop tie in with Joe Boxer and feature Vaughn Lowery, first seen doing his now familiar dance in back-to-school ads.
“The Joe Boxer commercials are an example of Kmart considering its entire shopping population, including multicultural, from the very start of the creative process,” Karraker said.
The year-end campaign also includes one commercial for Martha Stewart from the Arnell Group.
All spots end with a variation of the holiday theme, “Get more gifts.
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