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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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