Close Showreel

I Just Shipped My Pants! – Kmart’s ad goes viral

0 Comments

That’s SHIPPED my pants people, SHIPPED.

US giant Kmart’s latest online ad ‘I just Shipped My Pants’ has gone viral with over 12.5 million hits in 8 days.  And no wonder.  The ad is hilarious, well executed and ever so slightly shocking.

Buoyed by their success and some fantastic You Tube comments such as;

“Good job advertising this Kmart. You’re back in the game.”

And

“This is a great commercial, it makes me like Kmart again!”

Kmart is now planning to reach an even wider audience by launching the ad on TV.  But could the very thing that’s made it popular, it’s funny and irreverent styling, actual end up polarising Kmart’s customer base?

It’s certainly not a strategy without risk and we’ll be eagerly waiting to see what Middle America makes of it all.  And of course whether it has the desired effect of getting Kmart’s tills ringing.

Teeth Aren’t The Future

1 Comment

If you’ll pardon the expression I’m sick to the back teeth of toothpaste adverts. I can’t believe that these aren’t being created by the same small number of companies who’ve created an unhealthy stranglehold over the dental hygiene market.

I can’t stand Sensodyne adverts with short interviews of dentists or guineau pigs shot from seemingly a thousand different adverts. Short case studies that showcase toothpaste as a life changing enamel pleasing messiah. Similarly, I’ll never cease to tire of ads from firms like Colgate where we see a team of intrepid scientists dutifully checking and rechecking results as an animated representation of Colgate bravely deflects food and drink from the tea. I use Colgate. I consider it my mission to make this heroic guardian suffer.

Compare this, if you will, with the treatment our eyes get in advertising. Unlike their mouthy equivalents eyecare adverts get lovely creative advertising and memorable slogans like “should have gone to specsavers”. Why must our teeth settle for second best?

In all seriousness, I find it strange that certain products or services slip into a rhythm in which seems to permeate that whole industries advertising. It’s when a company like Dove steps out from what we perceive as the advertising norm for that industry that they really start to stand out. I’m not advocating a “Campaign for Real Teethcare” or “hilarious” skits that involve people’s teeth being knocked out with a “Should Have used Aquafresh” tagline, but the brand that goes different I’d wager will steal quite a march on the rivals. Especially when their rival is still busy setting up a thousand different cameras in a dental surgery to capture that exact moment the teeth glint when the dentist smiles.


 

Social Share Buttons and Icons powered by Ultimatelysocial