I love this new viral campaign that was produced for Kmart by DraftFCB Chicago. Following on the success of “Ship my Pant’s” they have released a new online spot “Big Gas Savings” that follows the same line of humor.
The online advertising campaign promotes the $0.30 off per gallon deal for members who spend $50 or more at Kmart, with redeemable discounts at BP and Speedway. This spot, instead of inside a KMart store, takes place outside in the fuel line of a Kmart gas station, where excited customers talk about big gas (say it fast and think about the same line of humor as “Ship my Pants”) savings. Billy is back with his mother and father, along with a very big gas truck driver. The campaign’s Twitter tag is #biggassavings. Yes the humor is a little low brow, but the ad campaign does the trick. It makes you remember Kmart, and what Kmart is promoting. I can’t wait to see how far DraftFCB can take this. If you haven’t seen “Ship My Pants”, I embedded the video below for your viewing pleasure.
The Big Gas Savings campaign was developed at DraftFCB Chicago by chief creative officer Todd Tilford, executive creative director Jon Flannery, creative director/copywriter Berk Wasserman, creative director Todd Durston, group executive producer Chris Bing, working with KMart chief marketing officer Andrew Stein and VP creative Mark Andeer.