Ship My Pants
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.