The discount retailer has launched a new commercial featuring school children bantering in popular slang about the Kmart’s layaway program for back-to-school items. The commercial was created by Draftfcb, AdWeek notes.
Kmart is looking to replicate the success of its “Ship My Pants” campaign, which became a viral sensation earlier this year.
However, the new “Yo Mama” campaign — which features the immortal line, “You mama get that hoodie at Kmart?” — isn’t attracting the same level of response. An ad for the campaign posted on Google‘s (GOOG) YouTube had only garnered 80,000 views a week after it was posted. By contrast the “Ship My Pants” ads received millions of views.
Shares of Sears Holdings were flat in pre-market trading on Wednesday.