Kmart’s ‘Ship My Pants’ ad: Genius or epic fail?

The commercial has become the 37th most shared ad of all time. But what’s it really doing for the brand?

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Ragan Insider Content

By every metric of our social media marketing age, Kmart’s 35-second spot, “Ship My Pants,” is a monster success—more than 15 million YouTube views of the scatological sensation, with 64,423 likes and 13,000 YouTube comments for an online spot that shows shoppers exulting that they can finally “ship” their pants.

With a staggering 1,689,000 Facebook shares and 31,684 Twitter shares, many using the branded #ShipMyPants hashtag, “Ship My Pants” is now the 37th most shared ad of all time, according to tracking service Unruly Media. And this was all before any TV broadcast of the Kmart spot. Holy ship, what’s not to love?

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