Kmart's 'Ship My Pants' ad goes viral

NEW YORK — If Kmart has proven anything, it's the transcendental power of potty humor. But at any rate, the mass merchandise retailer has garnered significant attention with its "Ship My Pants" ad, which has received close to 7.4 million views on YouTube and coverage in news outlets nationwide.

The ad is for a service the chain offers whereby customers who can't find what they're looking for in the store can order it online and have it shipped to them.

It's part of parent company Sears Holdings' omnichannel investments, which chairman and CEO Edward Lampert touted in the company's fourth quarter 2012 earnings call in February. Also in February, Sears Holdings launched Mygofer Express, allowing customers to pick up items ordered through Mygofer at Sears' flagship store in Chicago.