Well Played, Kmart, Well Played…

So many puns, so little time. But let’s just say Kmart’s latest viral video for its Joe Boxer brand is, well, a bell-ringer:

Kmart’s videos have been pretty cutting edge since they brought DraftFCB Chicago on board as its creative agency in the spring. Who could forget the one that started the image change: Ship My Pants?

Later this week, we should know how Kmart and parent company Sears Holdings did in its fiscal third quarter. Its ecommerce business did well in the second quarter, with total online sales up 20%. But overall, the company had a loss of $194 million.

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