TBWA\C\D Adapts Coleman's Campaign for Kmart

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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.

It’s the New York shop’s first full campaign for the client since April, when it launched a broader branding effort under the theme, “The...

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