One of the biggest pieces of the holiday season puzzle seems to be the commercials that come out. Normally they don’t cause much controversy though, as there’s a pretty standard formula: Snow, classic songs and tugging at the heart strings.
Kmart is bucking that tradition a bit with their “Show Your Joe” advertisement, touting Joe Boxer brand underwear. The ad starts off normal enough, with a six-man chorus of bells performing “Jingle Bells.” That is until it’s revealed that the men aren’t wearing pants, just boxers. The guys shake their hips to the song, until the commercial ends with a bow.
Reaction to the ad has been mixed, with many jumping over to Kmart’s Facebook page to share their thoughts. “It is offensive,” one person writes, while another takes it a step further, adding it’s “tasteless and just plain vulgar.”
The real story here is Kmart has achieved something they’ve been trying to do for years. They got people to talk about their products. In that regard, mission accomplished.