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The 10 Best Ads of 2013

Article - Chicago, 09 December 2013

10: Kmart "Ship My Pants"

Agency: Draftfcb, Chicago
Director: Zach Math, Bob Industries

Sure, it's not the most sophisticated ad ever made. But it was among the year's funniest—and most surprising. No one would have pegged Kmart as a brand to green-light 30 seconds of people seeming to declare that they'd just soiled themselves. But that's where Draftfcb went with almost-obscene spot touting free shipping on items at that shoppers can't find in the physical store. An immediate viral sensation—it has topped 20 million YouTube views—it kicked off a year of provocative work for the retailer. (A sequel, "Big Gas Savings," was popular too.) It had its share of detractors, but in the end, "Ship My Pants" was a lovable class clown and the year's guiltiest pleasure.

Client: Kmart
Vice President, Marketing Planning: Andrew Stein
Vice President, Creative: Mark Andeer
Vice President, Chief Digital Marketing Officer: Bill Kiss

Agency: Draftfcb, Chicago
Chief Creative Officer: Todd Tilford
Executive Vice President, Executive Creative Director: Jon Flannery
Senior Vice President, Creative Director: Howie Ronay
Vice President, Creative Director, Copywriter: Sean Burns
Agency Producer: Chris Bing

Production Company: Bob Industries
Executive Producers: T.K. Knowles, John O'Grady, Chuck Ryant
Producer: Brian Etting
Director: Zach Math