Kmart's 'Ship My Pants' Ad Sequel Promises 'Big Gas Savings'

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Kmart big gas problem
YouTube.com
Last month Kmart (SHLD) scored a big viral hit with its naughty-sounding "Ship My Pants" ad. Now it's out with another ad that promises some big gas savings.


The joke, of course, is the same (they're swearing, but not really!), and once again the execution is pitch-perfect. We especially enjoyed the end, when bystanders marvel at a "big gas truck" and a "big gas man" -- only for the ad to reveal a big fuel tanker driven by a freakishly tall man.

And as with the last ad, this one gets its message across nicely: That you can save 30 cents per gallon at select gas stations by becoming a member of Shop Your Way Rewards, Sears' (SHLD) and Kmart's free rewards program. That's a fantastic deal, especially as gas prices tick upwards ahead of the Memorial Day weekend. Still, the deal comes with a big-gas caveat: You can only get the discount if you spend $50 or more at Kmart. Once you've done so you'll get a coupon, which can only be applied at BP (BP) or Speedway (MPC) stations.

The fine print on the deal goes on to note that you're limited to a single fill-up, and there's a limit of 20 gallons at BP and 15 gallons at Speedway. And if you're using it at Speedway, note that you have to be a Speedway Rewards member to get the discount.

In any case, the new ad is great, though it might not be the runaway success that "Ship My Pants" was. That ad has racked up more than 17 million views on YouTube, an incredible number for a company that doesn't have a tradition of churning out viral content. Still, if the new commercial gets even a reasonable fraction of those views, it will still be a big-gas success for Kmart's marketing department.

Here's the old ad, in case you'd forgotten. Which do you think is better?


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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jona817

Funny commercials but I still won't shop at KMart because their customer service and inventory is crap.

May 25 2013 at 12:22 AM Report abuse -1 rate up rate down Reply
seattlewkr

This is why so many of their stores have been closed.

Gutter magnet.

May 24 2013 at 11:59 PM Report abuse rate up rate down Reply
bakethis

I hate potty humor. I'm sure K Mart's campaign will appeal to some middle school kids though.

May 24 2013 at 8:32 PM Report abuse rate up rate down Reply
1 reply to bakethis's comment
seattlewkr

Will appeal to the younger crowed with no money, and the uneducated sector, with no money.

May 25 2013 at 12:01 AM Report abuse rate up rate down Reply
wytdog115

If you don't laugh at these, you have no sense of humor. These are great! What a great marketing team they must have. This gets your attention, gets the idea across, and you'll think of Kmart whenever you get gas. LOL! Love it!

May 24 2013 at 6:43 PM Report abuse +3 rate up rate down Reply
Matt Dougherty

Blue lite special : Pants imported from CHINA that have NICOTINE STAINS !

May 24 2013 at 5:35 PM Report abuse rate up rate down Reply
Matt Dougherty

Wal-Mart get the FLUCK out of here !

May 24 2013 at 5:31 PM Report abuse +1 rate up rate down Reply
Pat

Hysterical! Love it!

May 24 2013 at 10:00 AM Report abuse rate up rate down Reply
cathy

LOL.. TOO FUNNY.. LOVE IT!!!!!

May 24 2013 at 9:45 AM Report abuse +2 rate up rate down Reply
PLW

Funny commercials that would only offend the prudest of prudes. Good job BigK. Hat's off to your ad team.

May 24 2013 at 9:22 AM Report abuse +2 rate up rate down Reply
rruffier

LOL!!! We are infatuated with gas prices, that our cars are getting 38+ MPG, and the bubble goes BOOM when you investigate and find the cars in England are getting 79 -81 MPG and the engines are made here. Americans infatuation to be entertained.....Oh, I know, those engines don't meet emission standards? Think again....green is very big in Europe, topped with enforcement, with annual inspections on vehicles.

May 24 2013 at 6:28 AM Report abuse +1 rate up rate down Reply