October 23, 1997
KMART LAUNCHES CELEBRITY-STUDDED TV AD CAMPAIGN FOR NEW BIG KMART
TROY, Mich. -- Oct. 23, 1997 – Television viewers in 20 selected U.S. markets will soon witness the break of one of Kmart’s most celebrity-rich commercials ever.
On Sunday, Oct. 26, Kmart will launch a minute-long commercial promoting its new Big Kmart stores and featuring 10 celebrities behind the camera - and on. Seasoned motion picture director and actress Penny Marshall directed the commercial, which stars Martha Stewart; Big Bird and the Muppets from Sesame Street; actress Jaclyn Smith; model Kathy Ireland; professional car racer and entrepreneur Roger Penske; and in a surprise closing cameo, legendary entertainer Bob Hope.
The commercial captures the exciting arrival of Big Kmart, with celebrities running, walking and riding to the new store. The action was filmed against the backdrop of "main Street America" - in this case, the hamlet of 9,000 residents known as Boonton, N.J. The commercial will break on network affiliate and cable stations in major markets in Arizona, California, the District of Columbia, Florida, Kansas, Illinois, Maryland, Michigan, New Jersey, New York, Pennsylvania and Texas. It was created and produced by Kmart’s agency Campbell Mithun Esty (CME).
"Our Big Kmart retail centers deliver more of what our customers are looking for – more convenience, more merchandise and more distinction through our exclusive merchandise," said Larry Davis, Kmart vice president of marketing. "This ‘big’ commercial, showcasing the personalities behind our merchandise, invites shoppers to check out their nearest Big Kmart and discover the difference for themselves."
Kmart introduced the Big Kmart store concept in April 1997 following market tests of this prototype. Nationwide, 650 Big Kmart stores are now open in 31 states. The retailer intends to convert or build a total of 500 Big Kmart stores in major markets throughout the United States by year-end 1998.
Kmart Corporation serves America with 2,122 Kmart, Big Kmart and Super Kmart retail outlets. In addition to serving all 50 states, Kmart operations extend to Puerto Rico, Guam and the U.S. Virgin Islands.