SPIKE'S BLUE LIGHT SPECIAL

What does a major retailer do after filing voluntary Chapter 11 bankruptcy?  Hire street-savvy film director Spike Lee for an image makeover.

Lee has directed a number of urban box-office successes, including "Malcolm X" and "Jungle Fever." Kmart has chosen him to direct its TV commercials because he's a "master of capturing what is real," a spokesperson for the company told Reuters.

The retailer hopes the print and broadcast campaign will establish it as "The Store That Understands What Really Matters in Life."

And the new slogan that will be used to hook in Kmart shoppers? "Kmart. The Stuff of Life."

With brand lines like Martha Stewart Everyday Housewares and Linens and Sesame Street Children's Clothing, Kmart wants to convince consumers that the discount chain is in line with values that are important in everyday life.

The Left Coast Report can't wait to see Martha Stewart and Big Bird team up for a Spike Lee scene.


Spike lee is a race baiter and will hopefully kill off kmart once and for all.

It's as though they are trying to kill it off.

I'll never spend a dime there ever.

May they die along with S&W.