TROY, Mich. (AP) — Martha Stewart and Jaclyn Smith products will be featured in the latest round of Kmart Corp. commercials directed by filmmaker Spike Lee as part of the retailer's "Stuff of Life" campaign.
Kmart announced the commercials Friday. The 15- and 30-second ads will start running on Sunday.
Kmart starting airing television ads directed by Lee in February. It hopes the commercials will help establish an emotional bond with its customers as the company struggles to find a niche in the discount retailing market.
The tagline for the campaign is "Kmart. The Stuff of Life."
Kmart filed for Chapter 11 bankruptcy on Jan. 22 following disappointing holiday sales and competition from rivals Wal-Mart Stores Inc. and Target Corp. Retail experts have said Kmart needs to show consumers what makes it stand out from other discounters.
Lee directed seven commercials for Kmart as part of the campaign. Ads highlighting the retailer's Disney clothing line have been airing for a couple months.