K-mart has a viral ad titled “Ship My Pants.” With nearly 10 million views, I’m assuming K-mart is hoping this word-play ad will boost sagging sales. My prediction?
Unlikely.
It’s been my experience that clever ads don’t pull near as well as a benefit oriented ad targeted to a specific audience. K-mart is struggling, but its problems can’t be fixed with one ad. Plus, who purchases pants without trying them on first? I would have gone with an easier product to sell via a delivery service targeted to a specific audience… but then we would have lost the punch line.
But I could be wrong. While this vid is getting tons of views, I’d be interested in seeing how many orders it’s generating.
Clever for the sake of clever? I’m dubious. Time will tell whether this campaign pulled the way they’d like.
http://youtu.be/I03UmJbK0lA
