Kmart Spot’s Stars Outshine the Message

Advertiser: Kmart Corp.

Agency: Campbell Mithun Esty; Minneapolis

Challenge: Get the giant discount retail chain on consumers’ holiday shopping list.

The Ad: TV personality and actress Rosie O’Donnell and director Penny Marshall team up in another commercial for the retailer, this time to pitch electronics equipment. With help from choral singers, the duo sings a jingle to the tune of “That’s Entertainment” that plugs “cool CDs, VCRs and TVs” along with other items. Brand names such as Sony, Panasonic and General Electric are displayed in lights, as if on a Broadway marquis.

Comment: The two stars overshadow the message that Kmart sells electronics goods and equipment. And that’s a pretty weak message, given the positions claimed by Kmart’s more successful competitors. Wal-Mart stands for low prices, and Target, a unit of Dayton Hudson Corp., promotes fashion at bargain prices. Kmart needs to do more in its commercials than announce it’s open for business. $$