Kmart’s new “Ship My Pants” online ad accumulated over 12 million views in its first week online, and now will be coming to a TV near you. The ad educates consumers on Kmart’s free home shipping service for products that are not available at their store. But the method these ads use are filled with loosely cloaked, controversial potty humor with lines like “Ship my pants, right here?” and “I just shipped my pants,” and “I just shipped my bed.”
The lesson here is clear. Controversy gets attention, every single time. But it is a fine line that you will walk. If you go too far, you will surely get attention, but then you will lose the loyalty of customers. Go just far enough to catch their attention, but not so far that you offend them. I believe Kmart did just that. Time (and sales) will tell.
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