From a press release:

Star' Powers Back-to-School at Big Kmart:TV Commercials Feature Phantom Themes and Celebrity Surprise

TROY, Mich., July 22 /PRNewswire/ -- Big Kmart goes back-to-school in two new commercials breaking Sunday, July 25, sharing important "Lessons"about "Leaving Home." (See the video here )

In "Lessons," rapping Rosie O'Donnell gets a surprise sidekick in spotlighting Big Kmart's children's apparel for back-to-school. The music video-styled :30 spot features O'Donnell's narration of a dancing fashion preview featuring essentials and extra-special accessories for kids' back-to- school wardrobes from Kmart

Confirming Big Kmart's out-of-this- world selection, Anakin Skywalker's alter-ego, Jake Lloyd, hops on the fashion bus in Star Wars licensed apparel.

"We're making a cool, eye-catching statement for back-to-school," said Larry Davis, vice president of advertising at Kmart. "It's the key time of year to connect with Mom and kids on apparel and accessory trends. Rosie, Jake and Star Wars help us reach our back-to-school audience." The "Lessons" commercial will appear in a month-long flight in conjunction with a fresh new Star Wars-themed spot titled "Leaving Home."

"Leaving Home" charts a young boy's emotions about separating from Mom to start school. Taking heart from Anakin Skywalker's heroic break from home in "Star Wars: Episode 1 - The Phantom Menace," the youngster dons his Anakin backpack and leaves: "I didn't want to go to school ... I wanted to stay home with Mom. (But) Mom says if Anakin can do it, I can do it!" The spot is the second in a four-part series featuring Phantom Menace merchandise during peak sales periods in 1999, with Halloween and Holiday commercials to come.

The Big Kmart back-to-school commercials, created by marketing communications agency Campbell Mithun Esty, will air 7/25-8/28 on network, cable and spot television. "Leaving Home" will appear against prime-time family programming such as CBS's Candid Camera and ABC's America's Funniest Videos. "Lessons" will air in conjunction with top-rated prime time family fare such as Providence and Law & Order, as well as in heavy daytime rotation.

Kmart serves America with 2,151 Kmart, Big Kmart and Super Kmart retail outlets. In addition to serving all 50 states, Kmart operations extend to Puerto Rico, Guam and the U.S. Virgin Islands.