Kmart “Show Your Joe” Commercial is Called Raunchy by Critics

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By Daphne R

Kmart has put new meaning into “Jingle Bells” with the launch of a new commercial showcasing the Joe Boxer line of men’s undergarments. “Show Your Joe” commercial shows a chorus line of men decked out in bow ties, tuxedo shirts and blazers with colorful, cute boxers showing off their muscular legs while gyrating to the music of the familiar Jingle Bells Christmas song.

What was meant as a fun, playful commercial has created quite a stir of controversy among viewers, especially mothers who believe the display of men in their boxers, moving their hips is inappropriate and offensive.

It didn’t take long for the “Show Your Joe” ad to go viral with more than 7 million views on YouTube and more than 33,000 likes. But one group of women has expressed that they don’t like the commercial. One Million Moms, an advocacy group, has decided to launch a social media campaign urging others to voice their concern and call for the ad to be pulled from television. The group has denounced the ad as being “disgusting”, “filth”, “inappropriate” and not family-friendly.

The group also accuses Kmart of making “a deliberate decision to produce controversial advertisements instead of wholesome ones. This is a terrible plan in Kmart’s part, especially at this time of year!

In their social media campaign they’re asking everyone who agrees with their stance to specifically post to their Facebook the following message, “Kmart’s distasteful new commercial has to go! This ad should be pulled off the air immediately”.

Kmart doesn’t seem to be phased by the negative posts and remarks and have released their own statement. “The Kmart ‘Show Your Joe’ commercial playfully showcases Joe Boxer’s men’s clothing available at Kmart. We regret if some people found the commercial offensive, as that was not our intent.”

It appears that the number of people who like the commercial outnumber those in opposition. And I have to say I was one of them. I enjoy the commercial each time it airs.


Daphne R is an experienced marketing and communications professional that provides social commentary, self-help, tips, and reports news of events that matter to African Americans.



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3 Comment

  1. TV period has become Raunchy! Certain programs at one time came on after all the kids were in the bed now anything and everything comes on around the clock, Victoria’s Secret is nothing but trash, why is it allowed to come on TV showing off women’s underwear, most women know where the store is in their city if that is what they want to wear so why is it necessary to put it on television?

  2. I usually “spread the wealth” by buying at about three different stores: (a) the nice store at the mall for large purchases; clothing, luxury bedding, lingerie, hats gloves, (b) Amazon on line for gifts shipped to out of town recipients, and (c) a local chain discount store like KMart or WalMart for smaller items, dog and cat toys, stocking stuffers, fresh “winter” makeup, a few new ornaments or lights, candles, wrapping paper, ribbons, tags, cards, etc.)

    HOWEVER, while I usually stop at KMart for about $150-$200 worth of “small items,” I am absolutely going to WalMart this year. (We no longer have a Target in our town, so that is not an option.) I REFUSE to go to KMart this year because of that VILE ad with the men wearing their underwear. The implications of what they are doing is an affront to a Christian Holiday and shows how much we are mocked and disdained by “KMart” management; I want NO PART OF THEM NOW, (and, if the WalMart visit works out, I MAY never go back to KMart ever again.

    I am really SICK of KMart’s war against Christianity. They would NEVER do this to an Arab Muslim, but seem to RELISH degrading a Christian holiday! I would say “shame” on them, but they don’t even know the meaning of the word. And, what is really a sad, is that the people who are responsible for approving this disgusting ad will be long gone when the consequences are known.

  3. i for one thinks this add joe is sick nastyp k mars or sears again

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