Having Shipped Its Pants, Kmart Now Offers You ‘Big Gas Savings’

More almost-profanity from Draftfcb

Kmart's "Ship My Pants" ad was a major success, to the tune of 17 million YouTube views and counting. But can Draftfcb turn almost-profanity into a running gag for the retailer? It attempts to do so with this follow-up spot, "Big Gas Savings," which features some big-gas humor indeed. It even features the same family from "Ship My Pants," and once again the kid gets the best line. (In the earlier spot, he blurted out, "I can't wait to ship my pants, Dad." Here, he shouts, "Dad, look at that big gas truck!") It's not quite as funny as the original, perhaps, but it seems destined to get similarly big-gas numbers on YouTube. And if nothing else, the #biggassavings hashtag clinches it. Credits below.

CREDITS

Client: Kmart

Chief Marketing Officer: Andrew Stein

Vice President, Creative: Mark Andeer

Agency: Draftfcb

Chief Creative Officer: Todd Tilford

Executive Creative Director: Jon Flannery

Creative Director, Copywriter: Berk Wasserman

Creative Director: Todd Durston

Group Executive Producer, Agency Producer: Chris Bing

Production Company: Bob Industries

Executive Producers: T.K. Knowles, John O'Grady, Chuck Ryant

Producer: Brian Etting

Director: Zach Math

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