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In a move to strengthen its position as a leading toy seller, Kmart Corp. on May 30 launched a series of spots focusing on the human side of "Star Wars: Episode I -- The Phantom Menace." The first shows a boy playing with action figures and noting his father's likeness to heroic Obi-Wan (as opposed to evil Darth Maul, left photo). Each execution ends with a shot of a Big Kmart logo in the form of a spaceship. Budget is less than $10 million for the campaign, created by Campbell Mithun Esty, Minneapolis. Copywriter: Steve
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