Like many other commercial jingles from the late 70s through the early 90s, this one streams through my head regularly.
But unlike just about every other one of them, I couldn’t find this one online, anywhere. In fact, there aren’t even very many mentions of it without the audio or video accompaniment.
The jingle goes, “As long as your coming to Kmart, don’t forget the film.”
I thought maybe I had mis-remembered the lyric somehow, and one day shortly after my friendly neighborhood Kmart closed its doors for the last time, I decided to dig deep and see if I could find more about the jingle I remember, but apparently no one else does… at least enough to write about it online.
Nothing on YouTube, which lead me to believe it might have been a commercial campaign that ran on the radio only. After some intense searching, I finally found the jingle on an upload of an in-house Kmart music tape from the summer of 1990.
That makes sense, because I grew up only a five-minute walk away from a Kmart store, and spent many early-adolescent days just wandering around the store, where that jingle would have certainly seeped into my consciousness.
Anyway, to help out any other poor soul in search of this jingle, I created a YouTube video and a Google-trolled blog post to hopefully connect a memory with a bit of audio from a no longer existent store, about the long-anachronistic process of film developing.
If you were a kid in the 1990s, a pair of Nikes or Reeboks didn’t make you any smarter or help you perform better on standardized tests.
A pair of name-brand sneakers, however, may have helped you feel equal to (or maybe even superior to) your peers.
There was a sort of sneaker caste system in most places. Nike’s Air Jordans were at the top. Then came a host of lesser brand names, followed by store brands — ranked in order of the coolness of the store, of course.
From personal experience, I can say with unflinching certitude that the lowest sneaker caste was filled with those purchased at K-Mart. I didn’t really care that my sneakers came from K-Mart or Hills, and in fact, I actually felt some pride in that my footwear cost somewhere around $11.94, while the Reebok Pumps or Jordans were in the $70 range. Still, it only takes one or two comments to give even the most steel-willed individualist a complex.
By the mid-’90s, K-Mart had dropped the brand names Trax and Athletix — which occasionally marred my otherwise idyllic 1980s grammar school life — but Spaulding, Everlast and MacGregor still remained.
Luckily, by the time I was in high school, and by the time this ad came out, I had switched to wearing shoes more than sneakers. Still, one can’t help but think about how many kids wearing their Skechers (which used to be cool, kids) clipped this ad to know which sneakers — and which kids — to target.