In an effort to appeal to a demographic of women who are sick of brands presenting them in a manner that's secondary, this Kmart commercial called 'I Can' was created.
Throughout the ad, models walk in front of a colorful backdrop wearing a variety of professional-looking ensembles. At one point, large white letters that spell "I CAN'T" appear, which the women smash down with a sledge hammer so it reads "I CAN" instead.
With this, Kmart aims to show that when one carries themselves with the kind of confidence that its apparel helps to promote, they're capable of accomplishing anything in the world. By highlighting its professional styles, the retailer shows that its consumers can look great for an affordable price as well.
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