Kmart’s Cheeky New ‘Ship My Pants’ Ad Goes Viral

by Christopher Freeburn | April 16, 2013 10:31 am

KMART 1 300x199 Kmart's Cheeky New 'Ship My Pants' Ad Goes Viral[1]Sears’ (NASDAQ:SHLD[2]) Kmart chain has produced an ad video[3] that is burning up Google‘s (NASDAQ:GOOG[4]) YouTube.

TV commercials for a new campaign called “Ship My Pants” aren’t on the air yet, but videos of Kmart shoppers saying the tag phrase out loud, and drawing obvious slang connotations have gone viral on the Internet. More than 8 million people have viewed the “Ship My Pants” video on YouTube in just a week, Forbes noted.

The hoopla around the ad prompted coverage by Comcast‘s (NASDAQ:CMCSA[5]) NBC. The Today Show aired a piece about the ad’s possibly juvenile, but apparently popular, word humor.

Kmart’s campaign is meant to promote a service that permits shoppers to order items, including pants, under a rewards program to be shipped to a local store.

A Kmart spokesperson called the ad “irreverent” and said that it was a goal of most corporate advertising to produce a viral video.

Last month, Nike (NYSE:NKE[6]) drew criticism for an ad featuring Tiger Woods that featured the tagline “Winning Takes Care of Everything,” which many interpreted as reference to Woods’ past marital and public image problems[7].

Shares of Sears climbed almost 1% in Tuesday morning trading.

Endnotes:
  1. [Image]: http://investorplace.com/wp-content/uploads/2011/05/KMART-1.jpg
  2. SHLD: http://studio-5.financialcontent.com/investplace/quote?Symbol=SHLD
  3. has produced an ad video: http://www.forbes.com/sites/lauraheller/2013/04/15/ship-my-pants-kmarts-unexpected-viral-hit/
  4. GOOG: http://studio-5.financialcontent.com/investplace/quote?Symbol=GOOG
  5. CMCSA: http://studio-5.financialcontent.com/investplace/quote?Symbol=CMCSA
  6. NKE: http://studio-5.financialcontent.com/investplace/quote?Symbol=NKE
  7. interpreted as reference to Woods’ past marital and public image problems: http://investorplace.com/2013/03/nike-gets-heat-over-new-tiger-woods-slogan/

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