|
November 12, 1997 Mary Lorencz ROSIE AND PENNY RETURN TO THE RENAISSANCE IN NEW KMART HOLIDAY AD CAMPAIGN
TROY, Mich. Ð Rosie O'Donnell and Penny Marshall return for the holidays in a nationally televised Kmart ad campaign that takes the popular shopping duo to the North Pole and other venues, including a magical holiday journey to the Renaissance.
"This is the third year Kmart has celebrated the holidays with Rosie and Penny," said Larry Davis, Kmart vice president of marketing. "They're a wonderful centerpiece for our holiday advertising and merchandising programs because our customers relate to them so well. Customers tell us that, as they're in the midst of their own holiday preparations, they look forward to seeing how Rosie and Penny fare."
The new campaign will break on primetime network, and affiliate primetime and late news, beginning Sunday, Nov. 16. It will be complemented by a series of :30 Kmart spots that will promote specific merchandise specials each week through the end of the year. The advertising was created by Kmart agency Campbell Mithun Esty.
In five new commercials Ð two :30s, a :30 and two :30 lifts Ð O'Donnell and Marshall bring their lively banter to the season as they humorously explore holiday traditions and dreams.
Through a wish sequence, Holiday Magic shows how O'Donnell, with the click of her fingers, magically moves herself and Marshall from present time to the Renaissance, and back again. Marshall attempts to recreate the same magic, to no avail. She ultimately finds herself donned in Reindeer antlers, and laments that while she'd like to go shopping, she won't fit in the car. O'Donnell encourages her not to worry because, "you'll pull it."
Santa's Workshop finds them at the North Pole, where they observe busy elves readying a wide variety of holiday merchandise for Kmart stores. At the conclusion of their tour, O'Donnell queries Marshall, "So what have we learned?" "We need elves," Marshall replies.
Toy Mania features the two at telephones Ð with distinctly different agendas. O'Donnell busily handles calls about toy merchandise, while Marshall elects to play with the toys in question. She ultimately departs for a coffee break, while O'Donnell tries to convince a caller that she's really not Barbie.
Kmart Corporation serves America with 2,122 Kmart, Big Kmart and Super Kmart retail outlets. In addition to serving all 50 states, Kmart operations extend to Puerto Rico, Guam and the U.S. Virgin Islands. More information about Kmart is available on the World Wide Web at www.kmart.com.
Campbell Mithun Esty is a Minneapolis-based $785 million marketing communications agency www.kmart.com. |