12-16. Why did Kmart choose to air this video on YouTube?

On the heels of its wildly popular “Ship My Pants” ads, Kmart struck again with an ad that was considered hilarious by some, offensive by others, and a stroke of genius by advertising critics.

Its latest ad, “Big Gas Savings,” was launched on YouTube prior to airing on television. And like its “Ship My Pants” predecessor, the ad also went viral.

In addition to relying on potty humor to pull its sales out of the toilet, Kmart struck a very timely note in the tune of customer value—saving money on gasoline. Customers could save 30 cents a gallon on gas by spending $50 or more in its stores.

Millions of customers took advantage of the offer, driving traffic into Kmart stores.