Blue Light Special Grows Personality, Makes Us Sad

For ever-struggling K-Mart, Rhinofx created the hopelessly lovable Mr. Blue Light, whose earnest eyes only promise to draw pity and a start of anxiety, the way you feel when in the presence of an imaginary friend whose death is just around the corner. (We have been the crying-shoulder for many broken dreams.)

Our earnest friend will appear in ad spots and stores - and then, we're sure, disappear into the unregulated chaos of K-Mart just as quickly. He just looks too weak to save the monster that is K-Mart's suckiness, man.

Observe his lame attempts at smooth jokes at a KMart runway show.