Kmart's Hilarious New Ad Will Make You Ship Your Pants

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Ship your pants
YouTube.com
(This story has been updated below to indicate when viewers can expect to see the commercial on TV.)

Kmart (SHLD) just came out of nowhere with one of the funniest commercials we've seen in a long time.

The discount retailer is touting the fact that in-store shoppers who can't find what they're looking for are now able to order the item online right in the store, with free delivery. In its latest commercial, released Wednesday, shoppers react with amazement at the fact they can ship their pants right there in the store. Take a look:


The uncharacteristically off-color ad is meeting with universal acclaim on YouTube: The video has received more than 160,000 views, and 98.6% of those voting on the video gave it a thumbs-up.

"I think Walmart (WMT) just shipped itself," notes one top commenter.

As for Kmart, the ad serves a real purpose: emphasizing to consumers that Kmart stores and Kmart.com operate as a cohesive unit, allowing shoppers to buy merchandise via either channel as they see fit. This so-called omnichannel approach to retailing has been a major focus of bricks-and-mortar retail chains over the last few years.

But it hasn't always come easy, even for Kmart. I recently recounted an experience I had at my local Kmart, when I discovered via a smartphone app that a product was available on Kmart.com for 50% cheaper than it was in the store. As one retail analyst told me at the time, inconsistent pricing across channels and locations has been an issue for retailers, and Kmart is no exception.

With that said, I was able to navigate around the price differential rather smoothly by ordering on my smartphone and then picking it up from the customer service desk an hour later. And as I later learned, Kmart's price-matching policy does indeed apply to its own website, which isn't always the case in the retail world.

In other words, Kmart seems to be figuring out this whole omninchannel thing. And it certainly seems to know what it's doing on the advertising front.

UPDATED (6 p.m. ET Friday): While the commercial is only viewable online for the moment, a spokesperson for Kmart tells us that it will start airing on select cable TV channels later this month.

Matt Brownell is the consumer and retail reporter for DailyFinance. You can reach him at Matt.Brownell@teamaol.com, and follow him on Twitter at @Brownellorama.

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75 Comments

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Shelby

Sorry, but I don't think the Kmart ad is funny. It's juvenile, little boy potty talk like I expect from my first grade grandson. They do enough of that without hearing it on TV.

April 16 2013 at 11:06 AM Report abuse rate up rate down Reply
1 reply to Shelby's comment
footballfrk11

Go cry somewhere else like france maybe...Its people like you who shelter this younger generation and keep them hidden from the real world.. that why they all hide behind keyboards and there smart phones because they don't know how to interact and be a real human.. people today have no backbone, if you really knew how the human brain worked you would know that when it's sheltered and kept hidden from real life the more likely that person is to rebel and want to try these juvenile activities you speak of..... (drops mic)

June 12 2013 at 10:55 AM Report abuse rate up rate down Reply
bone5001

Funny commercial.K=Mart still a horrible place to shop.

April 16 2013 at 11:04 AM Report abuse rate up rate down Reply
alstenzel

Hilarious? I call it sick. Along with all of the other bathroom and body function commercials we're bombarded with.

April 16 2013 at 10:37 AM Report abuse rate up rate down Reply
stock market

Still don't like KMart.....

April 16 2013 at 10:12 AM Report abuse rate up rate down Reply
malamutesaloon

Hysterical! American TV seems to finally be growing up.

April 16 2013 at 8:13 AM Report abuse rate up rate down Reply
vickilynneky

For some reason I couldn't stop laughing. I think it's because all you see these days is horrible things in the news. TY Kmart for reminding me I still can laugh. Very unexpected funny. I think I'll ship my pants LOL

April 16 2013 at 8:01 AM Report abuse rate up rate down Reply
dfilson1004

So it IS true.......the 10th grade creative writing class at Newark Area Sr. High School was awarded the Kmart advertising contract.

April 15 2013 at 10:28 PM Report abuse +1 rate up rate down Reply
Michael Corn

What drives these retailers is the bottom line. Once they open stores, they start to cut employees hours, service, and close stores. Walmart is going down fast.

April 15 2013 at 9:31 PM Report abuse -3 rate up rate down Reply
sunboy101

The best prices at Kmart is in the weeks before a store closes.

April 15 2013 at 9:11 PM Report abuse -1 rate up rate down Reply
teholeva

That's all Kmart sells is ship.

April 15 2013 at 7:33 PM Report abuse -1 rate up rate down Reply