Kmart earlier this year began lowering prices on 30,000 frequently used products in what some industry analysts believed could mark the start of a full-scale pricing war.
The new spots feature spotlights dancing around the store lowering prices, mimicking the yellow smiley face Wal-Mart has been using for a number of years with the tagline "Always low prices. Always."
Last week, Target sued Kmart, saying it misrepresented prices on in-store advertising for the BlueLight Always program.
Don Coleman Advertising, Kmart's agency for multicultural advertising, developed the broad, national campaign, launching on broadcast and cable channels and continuing with radio and outdoor ads.
Omnicom Group's TBWA/Chiat/Day, New York, earlier this year launched the company's BlueLight rebranding effort focusing on the store's BlueLight Special.