DALLAS, May 14, 2002/ FW/ --- One day after Kmart announced its plans of streamlining its operations, the company announced that it will unveil a new round of commercials in an effort to regain its customer base.

Focusing on its key assets - exclusive brand and value, the latest commercials was again be directed by Spike Lee, and this time around, the advertising campaign has Martha Stewart and Jaclyn Smith lead roles.

Entitled "The Stuff Of Life," the new corporate brand advertising campaign features a unique bledn of value, convenience and exclusive brands under one roof that meets the everyday needs and wants of the American consumer.

The new commercials establishes a competitive and defendable positioning of the company, and focuses on Kmart's strongest competitive advantages - high quality national premium brand labels that can't be found at any other retailer, and a value-for-the-money position on every product across the store.

Steven Feuling, SVP of marketing for Kmart explains, "With our 'Stuff of Life' advertising campaign, we are establishing a strong corporate identity in the minds and hearts of our customers."

The seven new commercials will be seen on broadcast and cable nationwide starting the week of May 12.

The first five will promote the company's top-selling brands: Martha Stewart Everday, Jaclyn Smith, Disney®, Sesame Street® and Route 66®.

Both Martha Stewart and Jaclyn Smith will appear in the commercials for their respective labels.

A fifth spot will focus on Kmart's outstanding value-for-the-money proposition.

The final commercial will continue the corporate branding message, but with a seasonal theme, positioning Kmart as the one store where consumers can get all their everyday needs and wants for the warm summer months.

The 30- and 15-second Kmart spots will run concurrently and will feature teh same tagline found in the previous commercials -"Kmart. The STuff of Life."