Dive summary:
- The director responsible for Kmart's online video explosion, "Ship My Pants," Zach Math of DraftFCB Chicago, answers questions about the viral video's development.
- For the spot, Kmart wanted to bring attention to their simple store policy of shipping items to customers for free if it's not available in the store; according to Math, Kmart just said "let's also make it really funny."
- The video has become a viral sensation and will be broadcast on select cable networks.
From the article:
"It was very much a team effort. It was almost like we were working on a TV show or sitcom, where we all sit around, let ideas out, let all the happy accidents happen. It was the sort of creative environment that I find so often isn't always fostered because of fear."
