Good Macy's ads ... but too much Martha?

These new Macy's spots from JWT New York actually manage what no Macy's campaign I've seen has ever done before: give the store an actual identity. Of course, it relies heavily on celebrities to do so, ranging from the Donald, to Usher, to Jessica, to Martha Stewart. I've embedded one spot from the campaign, focusing on Martha and Usher, above. Here's the one conundrum I see in the campaign: true, Martha is launching a big new line of housewares with Macy's, but given her long-time (and continuing) association with Kmart, let's hope that when it comes to those next-day recall studies, people don't say these were ads for Kmart.