Is it silly? Yes. Is it sophomoric? Absolutely. Is it a smart marketing move? Hey, we're talking about it, aren't we?
Kmart has hit viral pay dirt with its new "Ship My Pants" ad, a 30-second spot that relies on a turn of phrase to promote a free shipping service, as a family of three gets excited to ship their pants.
Never underestimate the power "of a doody joke," says Mediapost.com advertising columnist Barbara Lippert of the video, which has been viewed over 7.5 million times in YouTube.
Join the fun and immature party now by clicking Play: