What The L, Staples?

Kmart’s “Ship My Pants” was one of my favorites from last year. Booking.com’s various “Booking Yeah” versions are alright, too. But the problem with copying the same formula is that it can get stale. In this Staples ad, the company’s signature staple-shaped L (a brilliant design decision, by the way) is missing from the Staples Center, home of the NBA’s Lakers and Clippers, and as featured in the spot, the NHL’s Kings. This looks like a campaign, where we’ll discover where the L it went. However, due to lack of originality, it brings up another L word in my mind: lame.

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The 2013 Joshys: #7-5

#7: Guinness’ Wheelchair Basketball

Friendship exemplified. I’m a sucker for surprise endings, and this spot has a good one. Friendship and twist endings will continue to loom large as the list goes on.

#6: Kmart’s Ship My Pants

Immature, punny, and also the funniest commercial of the year. I can only imagine the “eureka” moments the writers had with it. Kmart also had followups with “Big Gas Savings” and the Dickensian holiday version “Ship My Trousers”, but the original was the best.

#5: Dick’s Football

Dick’s Sporting Goods had two great commercials this year with a similar, ultra-realistic style. The first was a baseball ad, the second for football. Honestly, it was a bit of a tossup, but I think I liked the football spot a little more. A friend who played high school football said it gave him flashbacks.

Kmart Has Big Gas Savings

Kmart’s “Ship My Pants” was hugely popular, garnering more than 17 million views on YouTube since being released about six weeks ago. So it seems natural for them to release a followup to such a buzzed-about video. And here it is…the punny “Big Gas Savings.” Maybe not quite as hilarious as Ship My Pants, since the shock factor is gone. But still very funny.

Kmart Will Ship Your Pants

It’s kind of crazy that I hadn’t seen Kmart’s “Ship My Pants” (created by Draftfcb) until today. It’s gone wicked contagious (I’m so sick of the term “viral”) since being uploaded to YouTube on April 10. More than 10 million views…wow. According to AdFreak, “Ship My Pants” has an astonishing one share for every nine views. Anyway, the commercial itself follows the Booking.com method of copy that only sounds vulgar. But I think it does a better job. And we learn that Kmart can ship your pants, ship your drawers, ship your nighty, and ship your bed! For free! Useful, funny, and punny. A winning combination. For now it’s only online, but a TV run should be coming soon. If you haven’t already seen it, here it is. You’ll probably react like a tittering twelve year old.

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