Seriously, where did this ad come from?
Kudos to the K!
Ship my pants, ship my drawers and, my personal favorite, ship my nightie.
30-seconds of slight variations on the same double-entendre delivered in rapid succession.
Bathroom humor at its finest; the spot is a silly play on words delivered with a flat affect for added giggles.
In a (retail) world where Target and Walmart have so eloquently carved separate personas, incumbent and former discount juggernaut Kmart was all but ousted.
Seriously. Who is Kmart for? We must have asked the question a thousand times.
With Target taking care of upper-income and design-conscious shoppers and Walmart on call to offer everything to everyone else, Kmart can’t get a single customer to take notice.
But with this spot – we notice.
Like the often neglected, attention-starved little brother, they’re outspoken and they’re spunky. It’s a counter-culture approach to marketing that can be oh-so effective.
The attitude reminds me of when Burger King first introduced us to the King. Or when Carl’s Jr. started opting to sell fast food with raw SEX (latest ad even banned from certain TV play).
You’re saying “OK, Daniel – how is a poop joke like that creepy king or girls in bikinis that fling pulled pork on each other?”
It’s rage against the machine. The spots are a breath of fresh air in a room filled with the stench of the often overplayed, safe, homogenous advertising provided by category leaders.
They’re saying let the leaders cater to the masses (a.k.a. women/mom, and kids). We’ll cater to all the niche markets less concerned with brand (also design, quality, and, when it comes to food, health).
We’d be remiss not to mention the crux of the ad. Can’t find the right size/color/quantity of item in-store? Kmart clerks will research inventory online (via super-sleek tablets, no less) and find, sell, and ship merchandise right to your doorstep…for free.
Now, if only we knew where we could (still) find a Kmart…
Thanks for the laugh guys! Hope it’s just the start of a long run of lewd, crude, and rude commercials. We’re all ears. :P #ShipMyPants