Sofia by Sofia Vergara for Kmart Ad Campaign

As the brand new Sofia by Sofia Vergara collection for Kmart hits stores this fall, so does its advertising campaign featuring Vergara. Just like the collection itself, the print and television ads were designed with real women in mind who want to feel confident and sexy – women who, as the tagline says, “Work What You Got.”

“The whole idea was about channeling Sofia who has this fabulously distinct and infectious confidence. She’s sexy and gorgeous for sure, but she’s also got this tremendously funny, non-seriousness about her which we wanted to make sure not to lose in the campaign,” said Courtney Vincent, associate creative director of advertising firm, Peterson Milla Hooks (PMH).

The print campaign, shot by famed photographer Norman Jean Roy, was captured in an intimate indoor setting, a brownstone in Brooklyn, N.Y., which lent a warm and personal tone to the photos.

Clad in highlights from the collection, Vergara posed throughout the private home with key direction from Roy to ensure each shot conveyed both the essence of her character and collection.

The commercial spots took a different route and emphasized the versatility of the collection by utilizing advanced digital technology to feature Vergara morphing into women of different body types. Each woman lip synced to Vergara’s voiceover track while projecting her confident and sexy persona.

“I loved being involved in the creative process of this commercial,” said Vergara. “The agency very effectively conveyed that the Sofia Vergara collection celebrates all types of women in an extremely funny, cool and sexy way. Loved the concept, the director and the effects.”

The Sofia by Sofia Vergara for Kmart commercials start airing on national television Tuesday; print ads will premiere in October publications. To reach all of Sofia’s fans, the ads will launch in both general market and Spanish language media. Consumers can also view the campaign and shop the collection on the Kmart website at

Sofia by Sofia Vergara will include sportswear, dresses, handbags, jewelry, and footwear, designed for the young, fashion-conscious women.

RMN News

Rakesh Raman

  • sharon halstead

    The commercial is offensive! Every woman is shown is a favorable light except the African American female. She is portrayed as Obese!

    Myself, my colleagues, friends, etc WILL NOT purchase and or support Sofia Vergara’s line..simply Appalling!!