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Spotlight: Kmart Dons Denim for Route 66 Road Trip

July 28, 1998

Kmart Corp. is hoping customers will get their kicks from its first TV advertising for house denim brand Route 66. The spots, filmed at Route 66 outposts in California, use ironic, sometimes ghoulish tales in the urban legend genre to hook consumers in the crowded jeans category. One spot, which began airing Sunday, shows a young man picking up a young woman on the way to a dance. He lets her borrow a pair of jeans, but when he goes to her home later to reclaim them, he finds she has been dead for 20 years.

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