Long known for its blue light specials, Kmart is taking a more colorful marketing approach these days.
“Ship My Pants,” a new video campaign that creatively skirts the edges of profanity, has gone viral in recent weeks, generating millions of online views and plenty of buzz for the discount retailer.
The edgy 35-second video promotes free shipping and features Kmart shoppers singing the praises of shipping everything from their pants to their drawers — right in the store.
“I just shipped my pants, and it’s very convenient,” says one elderly shopper, joining the chorus.
Since premiering on Kmart’s YouTube channel April 10, the double-take inducing spot has garnered more than 19 million views and is currently ranked among the top 10 viral videos online, according to analytics firm Unruly Media.
The commercial crossed over to traditional media last week, with a slightly shorter, and perhaps less racy, version airing on AMC, MTV, Comedy Central and TBS, among other networks.
The campaign was created by Jon Flannery at Draftfcb Chicago. On the heels of its success, he was promoted this week to executive creative director to help “elevate the creative work and profile” of the ad agency, according to executives.
ON THE WEB: To watch Kmart’s ad, go to: http://www.chicagotribune.com/kmartviralvideo
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