Kmart's new ad is raising eyebrows and going viral

The retailer's video is getting hundreds of thousands of views online, though critics say it goes too far.

By InvestorPlace Nov 19, 2013 1:11PM

A new Kmart Christmas ad went live just a few days ago, and its racy nature is catching plenty of flak -- and some laughs.


The ad, called "Show Your Joe," features six men playing hand bells while standing behind a table. The table and bells are soon pulled off screen, and the men, who appeared to be wearing tuxedos, are shown to be clad in Joe Boxers. The men then start playing "Jingle Bells" by shaking their hips to ring their "bells," ABC News reports.

The video has been met with both criticism and compliments on Kmart's Facebook (FB) page. Credit: © Ian Dagnall/Alamy
Caption: A Big Kmart store in Winter Haven, Fla.


"Not shopping at Kmart. Definitely tasteless," one says. "Your ad is disgusting and very distasteful," another says. Not everyone found the ad to be offensive. "Love the new commercial," one viewer gushed. "I love the 'Show Your Joe' commercial," another said.


This isn't the first time an ad from the Sears Holdings (SHLD) subsidiary has stirred up controversy. The retailer's "Ship My Pants" ad was received similarly when it came out earlier this year.


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Tags: SHLD
740Comments
Nov 19, 2013 2:11PM
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It's ok to show women parading around in their underwear but when a man does it it's horrible???  Can we say "DOUBLE STANDARD" boys and girls.  I knew you could... 
Nov 19, 2013 2:00PM
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Whats the big deal there is much worse out there. get a life people and find something real to worry about


Nov 19, 2013 2:04PM
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People need to lighten up and stop being offended by everything.  It is humorous and if they don't like it, they can change the channel when the ad plays.  Get a life and stop demanding everyone conform to your puritanical views.  I'm offended that the offended feel they need make a huge deal out of this - LOL!
Nov 19, 2013 2:08PM
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LOVE IT!  K-Mart needs a little edge.  What aisle are those guys in?  :)


Nov 19, 2013 2:08PM
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I wonder how many of the offended people would still be offended if this were women shaking their thang on screen.  I think it's great.  Made me laugh.  'Bout time the men get up and show us what their made of.
Nov 19, 2013 2:04PM
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Best laugh I have had for a long time.   More, More, More
Nov 19, 2013 2:07PM
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This commercial is my new favorite!  So funny!  And much more entertaining and tasteful than that twerking episode on that recent awards show.
Nov 19, 2013 2:04PM
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That is a great video...Makes me want to go out and buy Joe Boxer products!
Nov 19, 2013 2:01PM
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This is funny - if not outrageous - OFG - let's be just a little less puritanical
Nov 19, 2013 2:02PM
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I might even go to Kmart now. Of course they will lose all the bible thumpers - so what - they will get us outrageous people.
Nov 19, 2013 2:05PM
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Like it or not, people are talking about K-Mart this shopping season for a change.

Nov 19, 2013 2:10PM
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Love the ad--way cool!!  I do not find it offensive at all.
Nov 19, 2013 2:04PM
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It got us doing something I bet no one has done in a while and that's talk about KMart!
Nov 19, 2013 2:12PM
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GREAT AD!!!  Why is some people always criticizing everything and playing "saints"?  Can U guys just hide your "bitter" side for the Holidays?  My wife LLVES it!
Nov 19, 2013 2:10PM
Nov 19, 2013 2:10PM
Nov 19, 2013 2:06PM
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I like how Kmart is pushing the envelope! More companies should do this, push the envelope I mean. Because if they push the envelope more then less and less people will get offended.  
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