Kmart has never been a brand to stand for class and sophistication, so perhaps it’s really little surprise their new campaign aims for the scatological shopper Shipping Their Pants and the sophomoric snickers of Big Gas Savings. These aren’t just mind-numbing yucks from the Will Farrell – Jonah Hill school of “it was funny when we were 10, why wouldn’t it be funny now?”. These are bad advertising at its fundamental worst, with a hat tip to the fine folks at Sofa King.
Is it bad because it’s cheap laughs and bathroom humor? No, not completely. The biggest problem is it doesn’t sell. That’s the first thing an ad needs to do. I’ve only seen the Ship My Pants ad run once – but I’ve seen it linked to online, posted on Facebook and referenced dozens of times. As viral marketing … Read More »