I just shipped my pants

Kmart has just released an ingenious advertisement that has the entire online community buzzing.

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. People are writing about it," she says. 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.

I just shipped my pants

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But most viewers seem to appreciate the Kmart ad's humor, she says. I actually found that statement quite sad.

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The viral hit should give the struggling retailer some much-needed buzz. It might also call attention to why some shoppers stopped going to Kmart. In the pantheon of big-box general merchandise retailers , Walmart is the pound gorilla, inexorable in its pursuit of efficiency and cheap prices. Target is sort of the hip one. Not because of the faux-scatological content per se — though that did raise a few eyebrows — but because this somewhat edgy and definitely funny ad came from such a tired snooze of a retail brand. The goal was to just create a funny, compelling commercial that promoted the service.

I just shipped my pants

The big box behemoth has come out with another "Ship My Pants" tee-hee, get it? Watch above as Bob Cratchit asks the Kmart clerk, "Ship my trousers? Even Scrooge himself declares, "I just shipped the bed!

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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. Facebook user Sean Farrelly acknowledges that the ad will upset and irritate some, but thinks Kmart will reap overall rewards. Kmart's 'ship my pants' ad causes shockwaves and smiles. The commercial features shocked, yet pleasantly surprised Kmart shoppers who learn shipping is available on all of their products. Take for example K-Swiss and their viral ads that used comedian Kenny Powers. Kmart's 'ship my pants' ad: Will it work? What are your thoughts on Kmarts recent ad campaign? Still, she says, the retailer can't just run a one-off ad and expect sales to increase. Integration and interactive customer engagement is essential. That video also received nearly 35, "likes" by Tuesday evening. More than ever before, media is getting filled with an increasing amount of clutter and distractions.

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One day you can be the top dog, the next day you can be at the bottom of the pit — and vice versa. Take for example K-Swiss and their viral ads that used comedian Kenny Powers. 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. Think outside the box and challenge yourself. But most viewers seem to appreciate the Kmart ad's humor, she says. Kmart should also focusing on integrating this campaign into print, a microsite, billboards, social media, mobile and events to really drive the message home. Kmart has just released an ingenious advertisement that has the entire online community buzzing. It is, however, a start. The video used profanity that no other major brand had ever dared to use, and put K-Swiss top-of-mind again for consumers. Regardless of budget, if you have great content, people will do the work for you — thus is the case with this Kmart ad. Kmart spokeswoman Shannelle Armstrong-Fowler says the company is "pleasantly surprised to see the overwhelmingly positive response it has received. More than ever before, media is getting filled with an increasing amount of clutter and distractions. These are some communication ideas to consider when trying to get your own campaign to make a splash. Kmart is still open?