The commercial is hilarious and perfect for sharing on social media. It's punny, it's short so it gets a quick laugh and it has grandparents talking about shit.
It also gets people thinking about a brand they don't think about any more.
And shows that Kmart understands how to make something sharable.
Right now its at 140k (on Friday, April 12 at 11:50 am) views on YouTube, how long do you think it'll take before it gets to a million?
Update: as of 11:20 am on Saturday, April 13 the views are 2.4 million+. To echo YouTube commenter Mike Snowden. Well played, Kmart, well played.
I look forward to seeing what Kmart and DraftFCB do to further the campaign.
In case you haven't seen it, here is a link to the Ship My Pants commercial: