14 DAY TRIAL // Kmart is trying to make a more memorable impression on potential customers and, to do that, it has turned to Adcom for help. The result is an ad that blends juvenile humor and a not so inspired pun with some outrageousness, called “Ship My Pants.”
You can see the ad above in full.
Below, Mark Szczepanik, associate creative director, Adcom, explains why no one should be offended by the ad, even though many are, and despite the fact that it’s all too obvious what the “ship my pants” phrase stands for.
As he puts it, no one even remembers the previous Kmart campaign but, with this one, chances are people are not going to forget too soon.
“At this point, what does Kmart have to lose?,” he asks.
Or, in other words, bad publicity is always better than no publicity at all.
Check out the ad and let me know which side you’re on: do you find it tasteless and offensive, or just the right amount of shameless to be funny?