By B.L. Ochman
Kmart’s double entendre ad, “I just shipped my pants,” has gone viral, with nearly 15 million views and nearly 15,000 comments.
As people talk, it of course sounds like they’re saying “sh*t” instead of “shipped” and I guess that’s the joke.
Some people are offended. But then again, some people are no fun.
It does, after all, appeal to the 12 year-old in all of us. But does this make you want to shop at Kmart? Will it make anyone want to shop there? Would shocking words in your ads help your brand?
Draftfcb is the agency, and they are or at least, were, about to be fired. This is their Hail Mary Pass.
Adweek reports that Draftfcb is defending the Kmart creative business in a review that’s down to three agencies. The agency says the spot is online only for now, but a TV run is in the works.
And then there’s the conservative, anti-gay, anti-abortion Christian group One Million Moms who want the commercial pulled from the air and is asking its supporters to email Kmart to take the add off the air. Some things never change.