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This humorous Kmart commercial is trying to differentiate the brand from its two powerhouse competitors—Wal-Mart and Target—by allowing its customers to reap the benefits of free shipping. The new policy is sure to help drive sales as both in-store and online customers are bound to take full advantage of it. One of the ways in which the chain has chosen to spread the word about their new policy is by way of an attention-grabbing TV commercial.
In the commercial, the word “ship” is intentionally said rapidly throughout the ad in order to ensure that it is confused with a curse word. Statements that sound a lot like expletive catch phrases that are often used to denote surprises are said repeatedly in the advertisement by impressed customers. It is highly amusing to see people of all ages supposedly uttering profanities in a nonchalant manner in an inappropriate social setting. Even if a viewer does not necessarily like the ad, due to its originality, they are sure to remember it.