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NEW YORK — Animated “blue lights” continue to play a starring role in TBWA\Chiat\Day’s latest effort for Kmart-a nine-spot holiday campaign that focuses on brand-name products and their prices.
The ad formula-animation backed by music, with an emphasis on “value”-was introduced by Don Coleman Advertising, Southfield, Mich., another Kmart shop. This time, however, the spots are even more retail-driven because they focus on the prices of featured products, such as a Samsung DVD player and an RCA boom box.
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