• October 16, 2003

Kmart will debut a new ad campaign during the second game of the World Series on Sunday, the company announced yesterday. Focusing on what the company calls "the New America consumer," the campaign features Kmart stores and the retailer's exclusive brands. "Kmart's exclusive brands are a very powerful reason for customers to visit our store," said president and chief executive officer Julian Day in a press release. "Each of these brands will be highlighted in our new campaign, but we will always emphasize that Kmart is the only place to buy them." The company added that the commercials will express "a cross-cultural appreciation that reflects where America is today, and where America will be tomorrow." The commercials will also air during Friends, ER, The OC and Will & Grace. They were produced by Grey Global Group in collaboration with Carol H. Williams and the WING Latino Group.