We can't remember the last time Kmart (SHLD) was generating this much buzz.
Hot on the heels of its "ship your pants" and "big gas savings" commercials, the discount retailer is out with another humorous ad it surely hopes will go viral. While the previous entries relied on homophonic double-entendres, this one mines another classic comedy trope: Little kids cracking "yo mama" jokes in the schoolyard. Yes, Kmart is playing the Dozens.
It's reminiscent of this classic scene from "The Sandlot," except the insults ("You play ball like a girl!") are replaced with such complimentary gems as "Yo mama's so fiscally responsible, she got all that on free layaway!"
After five days on Kmart's YouTube page, the video has more than 90,000 views. And while some commenters are questioning whether there's a touch of racism in the ad, the reviews are overwhelmingly positive.
AdWeek notes that this commercial, like the previous two entries from Kmart, was created by ad agency Draftfcb.Those two clips combined for more than 25 million views on YouTube.
For reference, here are the first two ads in this series:
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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