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Brash, Ugly and Disgustingly Uncaring': Kmart's Joe Boxer Christmas Ad Ignites Controversy
Source: Kmart's YouTube channel

Brash, Ugly and Disgustingly Uncaring': Kmart's Joe Boxer Christmas Ad Ignites Controversy

"This is good, clean fun."

A new Kmart ad for Joe Boxer featuring men moving their hips to the tune of a popular Christmas song all while decked out in tuxedo tops and boxers is sparking controversy.

The commercial, titled "Show Your Joe," begins with the men standing shoulder to shoulder and ringing Christmas bells while standing in front of a table.

While it initially looks like they're wearing tuxedos, when the table is moved out of the way, it's revealed that the six guys are actually only wearing boxer bottoms.

Source: Kmart's YouTube channel

But that's not really the controversial part.

To the tune of "Jingle Bells," they systematically begin shaking their hips and moving about. A bell chimes with each thrust and movement. As a result, the video is being seen by some critics as risqué.

Watch the controversial commercial below:

Overall, there's a range of opinion from the public being posted on Kmart's Facebook page. Some are so angry that they're pledging to stop shopping at the store.

"Sorry will not ... be shopping at your store. Take Joe Boxer back to the gutter," one woman wrote.

"They are not a family oriented company. Don't shop there. They are brash, ugly and disgustingly uncaring." wrote another.


Others, though, are more forgiving.

"Love the new commercial! In this day and age it's hard to find something on TV that makes you laugh!!! This is no more disturbing than the toilet paper commercial that says 'enjoy the go,'" wrote one person, with yet another adding, "This is good, clean fun."

The company responded to the controversy on Monday, but so far the clip hasn't been removed from Kmart's YouTube page and there's no indication it will be.

A spokesperson for the company told The Huffington Post, "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."


Featured image credit: Kmart's YouTube channel

(H/T: Huffington Post)

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