It's funny. Is it effective?

Kmart has the internet abuzz thanks to a fecal homophone and the fact that most of America has the sense of humor of a 13-year old boy.



I'll give them points for tying the humor to a relevant promise – free shipping – and creating an ad that gets noticed. I like the direction, the casting, the acting, and overall production. It's well done.

With over 7 million views on YouTube and a myriad of mentions on websites and news programs in just five days, I'd say it qualifies as a viral hit.

I have only one question...

What's next?

It's a funny (if juvenile) idea. It's sticky. But is it a campaignable idea or is it the next "Where's the beef?" a great spot that Wendy's was never able to turn into an ad campaign.

Creating one spot that gets attention is relatively easy. Creating a campaign that positions your brand while bringing customers in the door is a whole other matter. If this spot leads to that, then and only then, does it go from funny to brilliant.