Is Kmart's New 'Ship My Pants' Viral Video Ad Over The Line?

Less than a week ago, Kmart released a new ad that intended to push shoppers to use the company's online portal instead of actually going into the store. Almost instantly, that ad went viral. The 34 second spot has generated over 6 million web hits for the YouTube clip and that number will probably pick up momentum as the work week starts and people forward the link and re-tweet it to friends and family.

Image: YouTube

What's the big deal? Why has this ad garnered so much attention for a retailer whose "Blue Light Specials" were so often the focus of second and third-tier stand up comedians?

One simple sentence -- which also makes up about 90% of the words heard during the commercial; "I shipped my pants."

That's right, a sophomoric bit of humor has become an internet advertising hit for Kmart. Haven't seen the ad? Take a look.

A handful of advertising executives TheBlaze surveyed have said Kmart's campaign, while successful in generating "buzz," might be seen as desperate. One pointed out that the retailer that has not enjoyed the same surge in sales and stock prices as seen by other stores like Target and Walmart.

This graph actually supports the theory concerning Kmart's lack of success in the retail resurgence. Walmart (green line), Target (yellow line), and the Dow Jones Industrials average (red line) all appear to be enjoying a recovery over the past two years. However, Kmart -- a significant part of Sears Holdings (blue line) -- has gone in the opposite direction of the rest of the big retailers.

Image: Nasdaq.com

Does the ad go too far? Or is it just a bit of silly fun?