Ship My Pants

by thewheatandthechaff

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Kmart and Draftfcb used some informed risk taking and data smarts to turn a promotion for integrated retailing into a rib-tickling winner.

The fact that a clever one-line concept racked upwards of 13 million views on YouTube in one week is hardly surprising. The fact that it’s a commercial for Kmart, however, is. One hardly expects such boundary-pushing work from the conservative retail sector.

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