Kmart scored a viral hit last week when it released its “Ship My Pants” ad.
The internet commercial has been viewed more than 9 million times since it was released last Wednesday and the company will soon buy some television ad time to capitalize on the commercial’s popularity.
According to Kmart spokeswoman Shannelle Armstrong-Fowler, the “Ship My Pants” ad will hit select cable channels next week. Armstrong-Fowler said that the ad is the most popular online video in Kmart’s history and the company is excited to bring the commercial to a larger audience.
Armstrong-Fowler said: “I think it’s one of the largest number of views we’ve had… We are so excited our customers have responded in such an overwhelmingly positive way.”
ABC notes that Kmart has about 60 videos on its YouTube channel. The company’s second most popular video, which features designer Eddie Ross decorating a Christmas tree, has about 130,000 views.
The ad may be popular but it has been criticized by some people. Z. John Zhang, marketing professor at the Wharton School, told Yahoo News: “I do believe that the commercial is a bit crass, and it shows how low a struggling franchise is willing to go to attract attention.”
But Ronald Goodstein, associate professor of marketing at Georgetown University’s McDonough School of Business, argued that Kmart could use as much attention that it can gets at the moment.
Goodstein said: “Any news for Kmart is good news right now. They’ve had such a hard time since merging with Sears, closing stores, and developing an identity.”
The ad may be a little crude but it is getting attention. Have you seen the commercial? Did it make you want to “ship your pants?”