DIARY: First Rosie, now Darth Vader for Kmart

Not content to have just Rosie O’Donnell shilling its wares, retail giant Kmart seems to have chosen a more intimidating pitchman.

Not content to have just Rosie O’Donnell shilling its wares, retail giant Kmart seems to have chosen a more intimidating pitchman.

Not content to have just Rosie O’Donnell shilling its wares, retail

giant Kmart seems to have chosen a more intimidating pitchman.



In a new TV ad, a worried little boy lacks the courage to head off to

his first day of school. His mother reminds him that in his favorite

movie - The Phantom Menace - young Anakin Skywalker had to leave his mom

in order to learn the ways of the force. ’If Anakin can do it, I can do

it!’ the kid proudly proclaims, and heads off to class donning a

Kmart/Star Wars backpack.



But here’s the rub. We all know what Anakin did after he left home and

learned the force: he blew up entire planets, treated his staff

brusquely and was a Grade-A pain in the butt.



So is Kmart pitching Darth Vader as a role model for kids? ’No, no,

we’re not,’ said Kmart PR head Mary Lorencz. ’The ads are just tied to

this particular Star Wars movie.’



OK, we believe you. But if we see a young Lex Luthor in the next

commercial, all bets are off.



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