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Encore! A Way With Words
By: Briskman Stanfield
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Hurry, there’s a red-light special in the double entendre department. Just in time for travel season, and hoping to boost profits, Kmart fuels their fans with cheap gas/gag mileage. 

"Ship" was the last word in the former hot phrase "...Your Pants," but like all good campaigns, Kmart has moved on to the next Big Gas/a** act. Yes, this popular kid on the video block shoots for continued success in fan following (over 17 million/SYP) with a new high-test performance.
 
Hoping to become another viral sensation (92 thousand as of Thursday night and counting), Kmart is promoting "Big Gas" savings in their second round of clever wordplay. While everyone knows that Kmart is not a retailer who sells gas, they have collaborated with BP and Speedway to complete the promotion. Customers can truly save money filling the tank, but it does come at the cost of a few attached strings; i.e., participating in Kmart’s reward program, a minimum store purchase to qualify for the gas coupon, and gallon limits from each company.
 
Despite limitations, discounts speak loudly to consumers who use more discretion allocating their hard-earned dollars…especially to thankless unquenchable tanks. On the flipside, pleasing stockholders is something else Kmart is concerned about.  In an attempt to boost their Wall Street status, Chief Executive Edward Lampert said in a letter to investors in February, “It will not be easy at times, but we will take bold actions to get through it.”
 
If "getting through it" has any relevance to the reaction created by Kmart’s video advertising, Kmart is on the way up. Simply watching another Kmart spot is more than just a "Big Gas" in savings. Once again Kmart has created fun-to-watch, free, zany entertainment in a clever new script. The roadmap has changed directions from the first but the tongue and cheesy/cheek flavor remain to prompt a "Big Gas yay!" for Kmart from faithful viewers who welcome the art of (31-second) short and sweet (spot) laugh therapy.


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About the Author

Briskman Stanfield is a freelance copywriter and all-around, behind-the-scenes team player.

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