Responsible Marketing

I just “shipped my pants” watching Kmart’s new ad

By April 15, 2013July 23rd, 20202 Comments

When was the last time you shopped at Kmart? No, seriously. When was the last time you even considered shopping at Kmart? Don’t laugh. I’m being serious. Would you consider shopping at Kmart after watching this ad?

For years, Kmart has been at the wrong end of too many jokes. But this is different. In a matter of days, this Kmart ad has gone viral, garnering over 7 million views on YouTube and driving positive word-of-mouth for a brand that desperately needed it:

Youtube comments

But is it Responsible Marketing?

By now, you know Responsible Marketing doesn’t have to be boring–boring is irresponsible.

And while some parents may cringe at the ad’s suggestive language, the use of absurd humor is no more offensive then the violence kids are exposed to in contemporary comic book movies, like X-men. Boring marketing is irresponsible; “shipping your pants” is not.

That’s what we think, but what’s your take?


Join the discussion 2 Comments

  • Pretty lame tbh. I groaned at the pun. Nothing irresponsible about it, but I don’t really see “responsible marketing” here either.

  • Amhenz says:

    I think it’s pretty brilliant. It’s got me to think about a store and brand I haven’t thought about in years. Plus, now if I ever do decide to shop online, I know Kmart provides that service. Being a marketer myself, I love how it could be used on multiple platforms, including radio.

    Is saying “I shipped my pants” a lack of responsible marketing? No, I think it’s fine. It’s not insulting to any group, or persons. I think it works, in such a simple way, gets people talking (and sharing). We’ll see if it truly does what it’s suppose to do.

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