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Kmart Corp. shows the approachable side of Martha Stewart in a back-to-school spot featuring her nephew, Christopher, in his college dorm. As he throws down a rope made of sheets from his second-story room to two awaiting coeds, the phone rings; Aunt Martha gives her pitch on how Kmart linens go together well, and he agrees. The spot, from Working Class, New York, will run through fall. Campbell Mithun Esty, Minneapolis, Kmart's agency, bought media.
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