Let friends in your social network know what you are reading aboutTwitterGoogle+LinkedInPinterestPosted!A link has been posted to your Facebook feed. Or a smart strategic move? The jury is out on a new Kmart ad that uses slight of mouth -- "ship my pants" -- to promote its shipping service.Or a smart strategic move?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.
News networks such as CNN's HLN reported on the controversial ad, while the official YouTube video from Kmart had nearly 10 million views as of late Tuesday afternoon. advertising columnist Barbara Lippert."People are talking about it. People are writing about it," she says. "It did exactly what it was supposed to do."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's fourth-grade humor, but it makes you laugh," she says.One thing helping the online commercial: It uses folks of all ages -- from a kid to middle-age shoppers to seniors -- saying "ship my pants" in funny tones. That adds a bit of universal appeal, says Lippert."It's not degrading anyone." she says.Kmart spokeswoman Shannelle Armstrong-Fowler says the company is "pleasantly surprised to see the overwhelmingly positive response it has received." Beginning next week, Kmart will also air the irreverant ad on some cable channels.
The new ad comes as Kmart tries to bolster sales. Comparable store sales at the retailer, a unit of Sears Holdings Corp., declined 3.7% for both the fourth quarter and for full-year fiscal 2012.Nearly 18,000 Facebook users shared the video, which Kmart posted on its official Facebook page, with others on that site. That video also received nearly 35,000 "likes" by Tuesday evening."Great commercial, gets your attention and makes you smile. Good job," said Facebook user Norbert R. Gabby.Yet, Melissa Clark Edgington commented on that Facebook page that she was "disappointed by the lack of character" that Kmart showed."I understand that times are hard, but if you have to stoop to shooting a commercial that isn't appropriate for my children to hear, then I think it's about time to shut your doors," she said. "Low standards equal a low quality business and low expectations. The ad just seems desperate."That comment had 86 likes late Tuesday afternoon, as well as a reply from Kmart which said "Hi Melissa — We hear you.
It's a tongue-in-cheek take on an innovative service offering: order in store & ship it home. We're sorry if it appeared insensitive."Facebook user Sean Farrelly acknowledges that the ad will upset and irritate some, but thinks Kmart will reap overall rewards. "For every 1 customer you've offended, you've gained 1,000 fans with this," he said on Kmart's Facebook page. That comment had 152 likes.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."It can seem like a desperation move since it's so out of their brand image," Lippert says. But most viewers seem to appreciate the Kmart ad's humor, she says.Still, she says, the retailer can't just run a one-off ad and expect sales to increase. It also has to make sure that other aspects of its business are consumer-friendly, such as interesting merchandise, and have great customer service.10% Off Select Orders $75 or More + Free Shipping $10 Off Select Orders $100 or More + Free Shipping
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