I just shipped my pants

Kmart has just released an ingenious advertisement that has the entire online community buzzing.

The jury is out on a new Kmart ad that uses sleight of mouth to promote a free shipping service. The online video shows customers who exclaim that they are going to "ship their pants" through a Kmart delivery program -- but it sounds as if they are using a vulgar word that sounds very much like ship. Some social media users deemed the commercial, created by ad agency Draftfcb Chicago, "gross" and "vulgar," while many gave kudos to Kmart for having an edgy sense of humor. But even with the negative comments, Kmart got what it wanted: Millions of potential shoppers now know that it offers free shipping for members of its "Shop Your Way" program when the product they want isn't in the store. People are writing about it," she says. If the ad simply said that Kmart had free shipping as part of this program, it wouldn't reap the buzz it's now receiving, says Lippert, adding that people should never underestimate the power "of a doody joke.

I just shipped my pants

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People are writing about it," she says. Kmart's 'ship my pants' ad: Will it work? Take risks.

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The viral hit should give the struggling retailer some much-needed buzz. It might also call attention to why some shoppers stopped going to Kmart. In the pantheon of big-box general merchandise retailers , Walmart is the pound gorilla, inexorable in its pursuit of efficiency and cheap prices. Target is sort of the hip one. Not because of the faux-scatological content per se — though that did raise a few eyebrows — but because this somewhat edgy and definitely funny ad came from such a tired snooze of a retail brand. The goal was to just create a funny, compelling commercial that promoted the service. Stein says everyone loved it.

I just shipped my pants

The big box behemoth has come out with another "Ship My Pants" tee-hee, get it? Watch above as Bob Cratchit asks the Kmart clerk, "Ship my trousers? Even Scrooge himself declares, "I just shipped the bed! The ad promotes Kmart's policy that if shoppers can't find something in-store but it's available online, the retailer will ship it for free. Kmart has been jazzing up its marketing lately. Its original "Ship My Pants" ad caught fire in April. At HuffPost, we believe that everyone needs high-quality journalism, but we understand that not everyone can afford to pay for expensive news subscriptions.

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It also has to make sure that other aspects of its business are consumer-friendly, such as interesting merchandise, and have great customer service. Hide Caption. Kmart is still open? Simply giving your consumers what they want is a shortcut to predictability, mediocrity and invisibility. If brands can delight their customers enough with things such as a killer ad campaign, customer service or an in-store experience, that customer is more likely to become a brand advocate that will promote your brand to their friends and family. Kmart has just released an ingenious advertisement that has the entire online community buzzing. The goal was to just create a funny, compelling commercial that promoted the service. If the ad simply said that Kmart had free shipping as part of this program, it wouldn't reap the buzz it's now receiving, says Lippert, adding that people should never underestimate the power "of a doody joke. Even with the positive attention, there are risks when a big company such as Kmart takes a chance with an ad that appears out of character. Some social media users deemed the commercial, created by ad agency Draftfcb Chicago, "gross" and "vulgar," while many gave kudos to Kmart for having an edgy sense of humor. Hopefully the right moves will be done internally i. Hopefully this momentum kicks all the higher ups at Kmart in the ass and shows them that they should never give up — that the success of any company relies on its ability to adapt to the changing environment. Integration and interactive customer engagement is essential. The online video shows customers who exclaim that they are going to "ship their pants" through a Kmart delivery program -- but it sounds as if they are using a vulgar word that sounds very much like ship. If any other big-box retailer like Kmart had an idea for an ad like this, they would have recognized its huge potential to go viral.

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Comparable store sales at the retailer, a unit of Sears Holdings Corp. It also has to make sure that other aspects of its business are consumer-friendly, such as interesting merchandise, and have great customer service. One day you can be the top dog, the next day you can be at the bottom of the pit — and vice versa. If the ad simply said that Kmart had free shipping as part of this program, it wouldn't reap the buzz it's now receiving, says Lippert, adding that people should never underestimate the power "of a doody joke. It is, however, a start. The play-on-words is brilliant. The commercial comically highlights the ease of shipping everything from pants to drawers to even beds. What are your thoughts on Kmarts recent ad campaign? Think outside the box and challenge yourself. These are some communication ideas to consider when trying to get your own campaign to make a splash.