It's not about back to school, it's 'vacation season' for parents

Kmart is taking a comedic approach to its back-to-school promotions this year with an eccentric ad campaign.

The retailer has rolled out an adthat touts back-to-school season not being about students, but about parents getting ready to get their free time back.

Kmart has previously rolled out funny ad campaigns, including Ship My Pants and Big Gas Savings campaigns.

Of course Kmart is also touting its back-to-school deals. Highlights include:

• Bundles Worth Bragging About: For stylish kids on the move, Kmart created fashionable bundles with a $25 price point that let kids show off their personal style. Bundles include awesome items such as backpacks, lunch boxes and notebooks in popular themes that kids love: dogs or dinos, purples or plaids and even skaters or skulls. Parents can brag about the bundles they scored for their kids using hashtag #BundleBrag on Facebook, Twitter and Instagram.

• Fifteen-Look Fashion Collections: And for those young fashionistas, Kmart has curated ridiculously awesome apparel collections that inspire 15 looks! Kids can go back to school with practically a new wardrobe with just five tops and three bottoms that can be mixed and matched in fun combinations.

"Back to school is an exciting and busy time for parents and kids. There is so much to check off your list and it's not just pencils, erasers and notebooks. It's also about giving kids choices that reflect their personal style that will help start them off right," said Kelly Cook, chief marketing officer, Kmart. "At Kmart, we understand how important back-to-school time is and we want to help parents and kids get everything they need."

Also for back to school, Kmart is bringing back the $10 Down layaway program nationwide, giving Shop Your Way members and customers flexible, convenient payment options. The program offers both in-store and online contracts for coveted items across dozens of merchandise categories.Shop Your Way members earn points on layaway purchases, and membership, as always, is easy and free. Parents can also sign up for layaway payment text reminder alerts, keeping them as organized as their kids on the first day of school. For more information on layaway, visitkmart.com/layaway.