What turned out to be genius marketing, the edgy and somewhat controversial “Ship My Pants” commercial from Kmart has went viral and has the whole pop culture-driven nation buzzing about its hilarity with play on words. For lack of a better (or less funny) expression, some people are making a big stink about the “Ship My Pants” advertisement, calling it sophomoric, crude, or low-brow. It does however fit right into the Kmart demographic and the store is looking to reap the benefits from the successful viral “Ship My Pants” campaign. The “Ship My Pants” ad goes through several screen shots of Kmart customers exclaiming that they shipped their pants, shipped their drawers, and even shipped their bed.
Kmart has been on a downward spiral for the past decade or so, leaving most Kmart stores resembling a mix between a somehow trashier version of Wal-Mart and a flea market with empty racks and generic brand messaging. The “Ship My Pants” commercial might be just what the doctor ordered for Kmart, identifying to a younger crowd of bargain shoppers.