Kmart’s new viral campaign takes 'yo momma' back to school

HOFFMAN ESTATES, Ill. — Kmart is kicking it old school this back-to-school season with its latest viral ad campaign, which features “yo momma” jokes. The campaign follows closely on the heels of the retailer’s similarly irreverent "Ship My Pants" and "Big Gas Savings" campaigns.

The new video, meant to advertise savings and offers on kids' clothes and school supplies and free layaway available for members of the mass merchandise retailer's Shop Your Way loyalty program, was posted on July 10 and has since attracted more than 128,000 views.

"At Kmart, we're helping Shop Your Way members and customers manage their time and money this back-to-school season through perks, privileges, conveniences and innovative technologies like free layaway, our new pay-in-store service, free store pickup at Kmart locations nationwide and free shipping for members when the product they want isn't in the store," Kmart interim chief marketing officer Andrew Stein said.