Posts Tagged 'commercial'

Attention Kmart Shoppers: I Just Shipped My Pants!

By now you’ve probably seen the controversial Kmart commercial showcasing their shipping services. The company injected humorous wordplay into the ad whereby actors performing as Kmart shoppers say they shipped items in such a manner that it actually sounds like they did the unthinkable:
Standing in the store, a customer says, “I just shipped my pants!”
Another claims, “I just shipped my drawers.”
“I just shipped my nightie.”
And my favorite, “I just shipped my bed!”

The commercial went viral, getting 17 million hits on Youtube, which is every marketing team’s dream. But it also got bombarded with a lot of criticism due to its crass nature. Watch the “Shipped My Pants” commercial on Youtube and decide for yourself.

Really? I can ship my pants, right here, right now?

Really? I can ship my pants, right here, right now?

I’m not a Kmart shopper and have never noticed their marketing besides past obvious catchy slogans like “blue light special,” but the shipping commercial is one where I’ll stop, watch, laugh and remember and talk about it to others instead of fast forwarding through it on my DVR. It doesn’t make me want to shop there any more than I did before, but it has everyone talking about it, which is half the battle. And a good laugh never hurt anybody.

Kmart followed up the shipping campaign with a similar one: Big Gas Savings. Say that phrase fast over and over and it sounds like something else:
A woman in the ad says, “Sounds like you could use some big gas savings”
“Thirty cents a gallon, that’s a big gas discount,” says another.
A kid proclaims, “Dad, look at that big gas truck!”

Watch the big gas video here.

Kmart says, “Creativity is important in Kmart’s advertising to engage our members and share new information on promotions and initiatives. We believe that humor is a natural part of the strategy.”

What do you think – brilliant advertising or clean up on aisle 9 with marketing gone awry? What are some ways that community managers can include creativity and humor in apartment marketing? Can you think of any apartment advertising that was so funny you had to share or that it was so bold it crossed the line? Let us know in our comments section below.

Advertisements

Tweets from Beyond Wine & Cheese Marketing

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

Join 639 other followers