In a world where advertisements hawking everything from cars to cleaning products bombard our oversaturated brains at every waking hour, a little shock can go a long way towards driving a company’s message home. Witness Kmart’s most recent YouTube ads entitled “Big Gas Savings” and “Ship My Pants.” If you say the names of the commercials out loud (try it in a crowded office), you’ll quickly figure out the hooks. Both videos rely on “potty” words and a mischievous sense of humor to relate a message of convenience and savings.
Blurring the line between propriety and indecency has proven effective. More than 22,000,000 people have seen and heard Kmart’s message in the past month. Combined, the videos received 103,732 likes and only 4,411 dislikes.