Kmart Gets Down With BlueLights

TROY, Mich.–Kmart is launching a national advertising campaign featuring animated characters called “BlueLights,” in an attempt to promote its value-pricing program.

The “BlueLights” are hip, swinging, music-loving spotlights born and raised in Kmart’s hometown, Detroit, Mich., which is also home to the legendary recording label, Motown. The spotlights work hard by moonlight reducing prices throughout Kmart stores while jamming to “Get Down Tonight.”

The ads support BlueLight Always, a comprehensive strategy to offer competitive prices on 30,000 items families buy most often. The 30- and 15 second spots will air on major broadcast and cable networks. Radio and print ads are also in the works.

Don Coleman Advertising (DCA), one of Kmart’s two agencies of record, developed the new spots.