Kmart - "Ship My Pants" Ad (Puns)
Channel: Anthony Kalamut
Date: 2021-06-10

Sophomoric? Silly? Or a smart strategic move? Using "Puns" can be a grand slam home run or a swing and miss strike out.


The jury is out on this 2013 Kmart ad that uses "Puns" (sleight of mouth) to promote a free shipping service. 


The online video shows customers who exclaim that they are going to "ship their pants" through a Kmart delivery program -- but it sounds as if they are using a vulgar word that sounds very much like ship.

Some social media users deemed the commercial, created by ad agency DraftFCB Chicago, "gross" and "vulgar," while many gave kudos to Kmart for having an edgy sense of humor.


But even with the negative comments, Kmart got what it wanted: Millions of potential shoppers now know that it offers free shipping for members of its "Shop Your Way" program when the product they want isn't in the store.


Using puns, you better be brilliant. This is brilliant because of the massive "Earned Media" it generated.


NOTE: This video is posted strictly for educational purposes and is posted under Fair Use to solely assist current and future advertising students and creatives.