Is a Controversial Ad Better Than No Ad at All?

Is a Controversial Ad Better Than No Ad at All?

Ship Your Pants and Big Gas Savings put Kmart on the viral video map this past spring. The ads were playful and irreverent.

On November 15th, the world was introduced to a more risque and polarizing side of Kmart — its "Show Your Joe" spot (above), lovingly nicknamed "Jingle Balls" on the social web. Some consumers were outraged — calling the ad "offensive" and "filth" — while others found it to be genius and hilarious, deeming it the best ad of the season

Let's look at how Kmart's three recent ads compare based on YouTube performance:

• "Ship My Pants" — 20,344,698 views. 93,630 Likes and 3,790 Dislikes: 24.7 Likes for every Dislike.

• "Big Gas Savings" — 6,250,945 views. 26,583 Likes and 1,312 Dislikes: 20.2 Likes for every Dislike

• "Show Your Joe" — 16,779,213 views. 64,473 Likes and 3,932 Dislikes: 16.4 Likes for every Dislike. Read more...

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