You deserve a standing ovation.
Your sales are down and you are constantly losing business to stores like Wal-Mart, Target, and Fred Meyer. So how do you overcome? You made a brilliant television marketing campaign which has everyone on social media talking, and, in turn, regenerating interest and conversation about your store.
K-Mart and the advertising agency DRAFTFCB worked together to create a campaign that would be informative, creative, memorable, funny, and tap into the inner-child of everyone who watches. KMart’s “Ship My Pants” commercial launched on April 10, 2013, to help promote the ability to have the products purchased in store be shipped to your home for free. It became an internet sensation. It has amassed over 17 million views since it’s launch.
Why does it work? Because it’s childish. It starts off so abruptly. It takes you a second to realize what is being said. Once the realization happens, a child runs out and says how he can’t wait to ship his pants. An innocent elderly couple appears to say the titular line, followed by an old man celebrating the incoming arrival of his new bed. It’s quirky. It’s funny. It’s juvenile. It did it’s job.
But DRAFTFCB and KMart weren’t done just yet. On May 22, 2013, the “sequel” to “Ship My Pants” was released. This new commercial was to promote savings on gasoline for KMart members. In less than 24 hours, the commercial has already started an online buzz and has reached 30,000 views.
Different selling point. Same concept and execution. A funny phrase that can be repeated over and over again. Innocent looking actors, who you feel bad about what they are kind of saying, but still think it’s hilarious. A visual gag capped with a perfect comedy “button” that wraps the whole thing up neatly .
People see the commercial. People talk about the commercial. People remember KMart is a thing. People return to KMart. The ad has done it’s job.
Smart. Funny. Juvenile. It’s a similar strategy that AT&T has been using for their “It’s Not Complicated” campaign. People may be fast forwarding through commercials these days due to DVR’s, so advertisers need to make their work something that will stand out. Something that people will want to actively search out and share online. AT&T did that. KMart is doing that. I’m sure many others will follow shortly.
So congratulations to KMart and DRAFTFCB for making the 12 year old inside all of us come out and laugh and a well thought out commercial. We are all eagerly anticipating Part III.