MediaBuyerPlanner: Kmart has launched its first ad campaign from DraftFCB, complete with 14 TV spots for network, cable and syndication, 10 local radio spots and online advertising, writes MediaPost.

The campaign calls to mind its days of the blue-light specials with an animated character, Mr. Bluelight. The ads focus on back-to-school, and hope to encourage parents to cross the aisle from school supplies to apparel.

Sales at Kmart, now owned by Sears Holdings, are down across most of its merchandise lines.

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