# Trouser-Shipping Ads The ‘Ship My Pants’ Kmart Commercial Uses Unconventional Humor By Lynette K. | Published 2013-04-15 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/kmart-commercial References: [youtube](http://www.youtube.com/watch?feature=player_embedded&v=I03UmJbK0lA) & [huffingtonpost](http://www.huffingtonpost.com/2013/04/12/ship-my-pants-kmart-ad_n_3069515.html) This humorous Kmart commercial is trying to differentiate the brand from its two powerhouse competitors -- Wal-Mart and [Target](https://www.trendhunter.com/trends/target-lady) -- 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. ## Trend Insights (Trend Hunter) - Score: 3.5/10 - Popularity: 25% | Activity: 73% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Humorous Advertising:** Advertisers can leverage humor to create memorable and attention-grabbing campaigns. - **Differentiating From Competitors:** Brands can stand out by offering unique benefits that set them apart from their competitors, such as free shipping. - **Viral Marketing:** Creating content that is shareable and sparks conversation can increase brand recognition and reach. ### Where This Applies - **Retail:** Retailers can explore innovative marketing strategies to attract and retain customers in a competitive landscape. - **Advertising:** Advertising professionals can develop unconventional and memorable campaigns to break through the clutter and resonate with audiences. - **E-commerce:** Online retailers can leverage free shipping policies and creative advertising to drive sales and increase customer loyalty. ## Related on Trend Hunter - [Pirate-Inspired Business Ads](https://www.trendhunter.com/trends/run-a-tighter-ship.md) - [Cheeky Family-Friendly Swearing Campaigns](https://www.trendhunter.com/trends/youll-swear-by-them.md) - [Humorous Menswear Ads](https://www.trendhunter.com/trends/mens-wearhouse.md) - [Customer-Driven Holiday Campaigns](https://www.trendhunter.com/trends/amazon-holiday-campaign.md) - [Empowering Car Ads](https://www.trendhunter.com/trends/carmax1.md) - [Product Review-Centered Campaigns](https://www.trendhunter.com/trends/kitchenaid-love-the-racks.md) - [Humorous Period Care Campaigns](https://www.trendhunter.com/trends/period-underwear-1.md) - [Humorous Brand Campaigns](https://www.trendhunter.com/trends/ikea-rewards-program.md) - [Comical Love-Inspired Food Ads](https://www.trendhunter.com/trends/burger-king-loveinspired-ads.md)