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Chiat/Day/N.Y. Breaks Kmart Swan Song, New Work for Samsonsite
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Vaughn makes another appearance in this back-to-school extravaganza.
TBWA/Chiat/Day/New York has a couple new campaigns hitting the air this week. First of all, the agency is breaking its swan song for ex-client Kmart after last week's split over what the agency described as financial issues. The shop's final package consists of three back-to-school spots, all directed by Go Film's Barbara McDonough, including what is likely to be the final appearance of Vaughn -- model, actor and inventor of the "Joe Boxer Boogie." Meanwhile, the agency introduces a new spot for Samsonite backpacks, in which we see footage of people gingerly testing everything from the temperature of water to wet paint. "It's human nature to test things," the super explains, as a backpack appears in the middle of a stress test. "We just take it further than others." The spot was directed by Chiat/Day CDs Richard Overall and Simon McQuoid via Go Film.