It's a fine line between stupid and clever

in

Pretty funny ad from Kmart. https://www.youtube.com/watch?feature=player_embedded&v=I03UmJbK0lA

The ad is of course provacative, and at it's core basically a gimmick. I laughed at the execution, and I think it will be successful to the extent that Kmart's message is tied into the gimmick. Essentially could the ad be from another retailer in the same market space, let's say Target or JC Penny?

At the end of the day how much do people connect the "ship my pants" ad to Kmart or do they jsut remember some department store had the "ship my pants" ad? In other words does it succeed in pushing the message or does it simple amuse?