Sure, the brands that do engage in this type of stunt do get a considerable amount of online impressions, but are they memorable enough to boost sales? Chances are, video concepts are remembered, but if not tied tightly to the brand messaging, the producer of the content is quickly forgotten.

Check out Kmart’s “Ship My Pants” video below.

Does this make you want to buy from Kmart? Will you remember that it was Kmart who made this video months from now, or could it easily be mistaken for Target, Walmart, or some other big box retailer? Let us know your thoughts in the comments below.