A Popular Pitchman's Next Step: Videogame Fame

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Kmart Corp. found pop-culture lightning in a bottle with last fall’s funky-dancing Joe Boxer campaign. The underwear-clad dervish (aka actor Vaughn Lowery) was such a hit with the public—even appearing on The Tonight Show and the E! network—that TBWA\Chiat\Day, New York, brought him back for a holiday-themed sequel in December.

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