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:
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?