Ship my what?

It might be sophomoric as the Ad Age article suggests:

http://adage.com/article/news/kmart-s-sophomoric-ship-pants-video-air-tv...

but if it was viewed 12 million times like the way it was at our house, it was my teenager saying, “Hey – you've got to take a look at this video,” and we laughed along with the rest.

Thanks to those roughly 12 million hits, this viral video may have just found a way to distinguish K-Mart from the routine retailers and put the store back on track -- at least when it comes to advertising.

It’s a simple retail customer service – shipping of the items you can’t find in any of the stores to your home for free. Everyone offers it in one form or another.

But this video did more than play on the words – it got a life of its own. 

There have been reports that this promotion lead to a real life career promotion for the creative director supporting the spot. There have been articles written of how the director selected unique actors and in a few takes per character, were able to get the tone, the intonation and the wording just right.

And unlike the traditional process: see it on TV then see the commercial on- line,  now it’s the other way around – see it online and THEN see it on (cable) TV.  

Sure it’s silly, irreverent, goofy humor. Call it what you will. But it did exactly what it needed to – make a point of difference to help K-Mart standout.

Now all they need is a follow up spot. Or campaign.  Or series.  Stay tuned.