Kmart Tries for Another Social Media Hit With ‘Yo Mama’ Ads

A previous ad campaign was a viral sensation


KmartSears Holdings (SHLD) Kmart is hoping its latest ad campaign will prove a hit with younger consumers.

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.

Sears Announces …Then Withdraws … Franchise Opportunity
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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.

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