(The following excerpt from Controversy Erupts Over Kmart’s Joe Boxer Christmas Commercial (Video) originally appeared on huffingtonpost.com on 11/18/2013. To view it in its entirety click on the link below.)
A new Kmart commercial that depicts a group of men in boxer shorts shaking their booty to a commonly sung Christmas carol has some viewer’s undies in a bunch.
The 55-second ad created an online maelstrom yesterday and today when it was aired on national TV.
The commercial, dubbed “Show Your Joe,” begins with a wide angle shot of six men, who appear to be dressed in tuxedos, standing behind a curtain while ringing bells. However, a few seconds into the clip the curtain is whisked away, revealing the men’s bottoms are clad in Joe Boxer underwear.
Racy? Not really, but it’s what happens next that has some viewers up in arms.
The men squat down and begin shaking their booties to the song “Jingle Bells.” The typical interpretation of their actions is that the men’s testicles are swinging in their shorts, thus creating the bell sounds.
The commercial is part of a new advertising campaign for Joe Boxer, a brand of underwear and related apparel sold exclusively at Kmart and Sears, which are both owned by Sears Holdings.
The commercial has resulted in a flurry of criticism on Kmart’s Facebook page, where words like “disgusting” and “distasteful” are peppered throughout many of the user comments.