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Kmart #shipmypants ad goes viral

 

If there’s one brand grabbing the viral video headlines at present, it’s Kmart. The US retailer has released an ad that plays on the phrase “Ship my Pants” to tout its new free shipping service for loyalty members when items are out of stock in store.

The 30-second spot, created by agency DraftFCB Chicago, sees a series of characters situated in store stating the fact they can “ship my pants”, “ship my drawers”, “ship my nightie”, and “ship my bed”. Say that a few times over and you get the joke. Accordingly it has nearly 13m views on Youtube in the week since it was released. One in nine viewers are reportedly sharing it. It’s also being pushed with the hashtag #shipmypants.

The ultimate ingredient for viral video success is proven once again to be comedy.

Despite a handful of protests toward it being inappropriate, overall response to the ad has been extremely positive. The Huffington Post called it “puerile and pure gold”, while Mediapost.com’s Barbara Lippert says you should “never underestimate the power of a doody joke“.

It might be true schoolyard humour, but we’re all in on it.

By Rachel Arthur

Rachel Arthur is Editor-in-Chief of Current Daily, the leading news source for fashion, retail and innovation, and the co-host of its weekly Innovators podcast. She otherwise serves as Co-Founder and Chief Innovation Officer of Current Global, a transformation consultancy driving growth within fashion luxury and retail. By background she is an award-winning business journalist and consultant, contributing to titles including Wired, Forbes and Business of Fashion.

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