LOUISVILLE, KY (WAVE) - A year after its edgy "Ship My Pants" and "Big Gas Man" campaigns, Kmart is at it again with another ad sure to make the viral rounds this holiday season.
"Masters of Madness" debuted this week -- on Youtube at least -- and features a young couple just being notified that a gift order is ready for pickup at the retail giant.
Why it wasn't shipped directly is another matter, but what ensues after the wife (Katie Malia, from the belVita commercial and "Almost Asian") receives the mobile notification is fairly entertaining. Hardly a new trick, but it's hard not to laugh at a suburban mom sporting a preppy haircut and mock turtleneck suddenly turning into a touring hip-hop dancer in a sunny parking lot. All with "Just Got A Check" by DJ Milad playing underneath.
Taking a page from the Gene Wilder and Richard Pryor "We bad" scene in "Stir Crazy," Malia comes out of the store opening her coat as if to tell admiring onlookers she's a shopper not to be messed with.
Take a look below or tap here to play the 30-second spot on a mobile device.