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Kmart Shakes Things Up with Joe Boxer

Published on .

Kmart gets down to basics.
In a campaign that breaks this weekend, beleaguered retailer Kmart gets back to basics -- literally. In four new spots from TBWA/Chiat/Day/New York, directed by Go Film's Barbara McDonough, beautiful people get down in underwear from Joe Boxer, a brand that's as hip as Kmart partner Martha Stewart is, well you know, in trouble.

Toss in a groovy track from Italian acid jazz impressario Nicola Conte (courtesy of L.A.'s Ten Music), and these spots aren't far from their younger-skewing target, or from Kmart competitor Target, for that matter, which seems to be exactly the point.

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