By now, you must've seen Kmart's "Ship My Pants" spot. If you haven't, please come back to Planet Earth.
Well anyways, Kmart and their creative agency, DraftFCB, are at it again. Their newest spot promotes "Big Gas Savings," as members of Kmart's Shop Your Way rewards program can save 30 cents per gallon at Kmart pumps. Just as in their previous spot, the talent strings together words in a way that it seems they're using an expletive.
Well anyways, Kmart and their creative agency, DraftFCB, are at it again. Their newest spot promotes "Big Gas Savings," as members of Kmart's Shop Your Way rewards program can save 30 cents per gallon at Kmart pumps. Just as in their previous spot, the talent strings together words in a way that it seems they're using an expletive.
Some may find these spots to be childish and immature, but I think they do a great job at reaching the consumer. "Ship My Pants" had nearly 12 million YouTube views in its first week. "Big Gas Savings" has 4.5 million YouTube views in that same time span. People are talking about these ads and Kmart. I personally never thought I'd google "Kmart."
Here comes the big question: will these ads translate into sales increase or are people just using them for humor? I think people might overlook the true message and see these as funny videos instead of advertisements. The fun and humor of these spots may overpower the promotion. And after a few times, they get a little old. Kmart is going to need plenty more ads if they want to see long-term profits from this campaign. However, I'm not sure how many borderline vulgar puns you can make regarding a department store.
Here comes the big question: will these ads translate into sales increase or are people just using them for humor? I think people might overlook the true message and see these as funny videos instead of advertisements. The fun and humor of these spots may overpower the promotion. And after a few times, they get a little old. Kmart is going to need plenty more ads if they want to see long-term profits from this campaign. However, I'm not sure how many borderline vulgar puns you can make regarding a department store.
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