I haven't been shopping in a Kmart in at least fifteen years. And it's been about ten years since I've seen one here in Texas—they've mostly closed up all their shops due to poor sales (and bankruptcy) in this region.
However, I do have a few words that I associatie with Kmart. Low-budget. Bankrupt. Old-fashioned. Tired. How-are-they-still-in-business. Need I go on?
I stumbled across a video from their recent ad campaign a few weeks ago and was floored. The commercial is intended to show people how easy it is to get items that you can't find in stores sent to you for free.
This is bold. The wordplay around the phrase "ship my pants" and the fact that they dared to take this ad in a direction so unabashedly humorous speaks to a new shift in their focus - anyone remember their old "blue light special" campaigns?
Advertising doesn't have to be stodgy or stale. In this case, Kmart sought to reinvigorate their brand with a more youthful, modern feel and it worked! They obviously spent some time evaluating the audience they want to court and pushed the limits of what was expected.
I'd love to see a credit union commercial like this - are there any out there? If you know of one, leave it in the comment section below!
DeAndre Upshaw is a former Young & Free Texas Spokester. He's a marketing professional living in Dallas and a Beyonce enthusiast. DeAndre is the host and executive producer of The State of Awesome. Follow him on Twitter and check out his personal website.