Kmart has recently started releasing "edgy" commericals, and unleased them unto the internet, where they have gone viral. Some of the commercials use play on words, the first popular one titled "Ship My Pants", which bragged about a Kmart customer can ship anything from Kmart to their homes. While the commercial was strictly about shipping, the play on words made people think of a more vulgar expression. Their newest holiday commeccial featured several attactive men in tuxedo jackets and boxer shorts, shaking their hips to the tune of "jingle bells". Kmart seems to be pushing the envelope with these commericials, but they are absolute genius. Through humor, they spread the word of their company through the media of the internet.
Kmart must be praised for knowing their audience, the average American citizen. They use humor that would appeal to them, even if it does seem a bit edgy for a commerical. When people see the commerical they are shocked at the slightly inappropiate humor, but also very amused. This causes the commerical to stick in their minds, and with it, the company that created it. Thus Kmart makes people remember their store.
People not only remember these commericals, but struck by the hilarity, want to share it with others. These commericals have gaimed millions of views on the internet as people share them with their family and friends. They were even featured on the news! As the commericals gain more popularity, so does the influencce of Kmart, as people gain awareness of their store.
The Kmart commericals are effective because though they rely on humor, they are not overpowered by it. Their message (to advertise the store) is not drowned out by the humor. The commericals are not unrelated to Kmart and the services they offer as a store. Instead, they are snarky and quirky while maintaining their purpose: shop at Kmart.
http://www.youtube.com/watch?v=9PVhIMr4ScI
http://www.youtube.com/watch?v=I03UmJbK0lA
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