Kmart to Launch 'Real Life' Ads

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DETROIT — Despite filing for bankruptcy last week, Kmart is moving forward with a new advertising campaign set to break in mid-February, sources said.

The dual effort from TBWA\Chiat\Day, New York, and Don Coleman Advertising, Southfield, Mich., introduces a new tagline: “Kmart. For real life,” sources said. Previous ads focused on brand names and prices.

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