Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Published on .

Bob Hope makes a cameo appearance in a new commercial for Kmart Corp. touting Big Kmart stores, the oncept on which the ailing discounter hopes for turnaround. The 60-second spot, which broke Oct. 26 in 20 major markets, is studded with appearances by celebrities recruited to anchor its departments and give name recognition to its private-label brands, including Martha Stewart, Big Bird and racing team owner Roger Penske. Mr. Hope appears from behind a newspaper at a coffee shop, saying, "Big Kmart, this is big." The spot was directed by Penny Marshall, who appears in other Kmart advertising with Rosie
Most Popular
In this article: