After controversy, Kmart goes sassy for back-to-school ads

07/17/2013 | MediaPost Communications

Building on the success of its satirical “Ship My Pants” ad, Kmart has turned to a new ad based on playground "Yo’ Momma" jokes that highlight fashion and services Kmart offers for back-to-school. The push for viral success may raise eyebrows as a recent user-generated parody of “Ship My Pants” caused a stir through its offensive play on the word “knickers,” -- Kmart worked to distance itself from the user-generated ad by issuing a statement saying it was not behind the YouTube ad.

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