PIX11 NOW: Get PIX11 News and weather on Roku, Apple TV, Android TV, Amazon Fire and Amazon Alexa

Kmart’s racy ‘Joe Boxer’ Christmas commercial sparks internet outrage

This is an archived article and the information in the article may be outdated. Please look at the time stamp on the story to see when it was last updated.

NEW YORK (PIX11) – Just in time for the holiday shopping season, Kmart has starting some controversy with a commercial for underwear brand “Joe Boxer.”

The commercial — named “Show Your Joe” — features men dressed in tuxedo jackets and boxers, ringing bells and shaking their hips in the tune of “Jingle Bells.”

Critics have taken to Kmart’s Facebook page to voice their displeasure with the ad.

“Show your Joe is a VERY offensive ad!!!! And needs to be removed!!!!,” one person commented. “I thought this was a family store? Yet this [is] NOT a family friendly ad!”

Another said, “…Perhaps they [Kmart] have forgotten why Christmas is celebrated…”

Not all people took the ad as seriously, though.


A rep for Kmart called the ad “playful.”

“I LOVE the SHOW YOUR JOE ad. People don’t complain if ladies are in underwear, so why complain about men in underwear!” one fan said.

In response to the outrage, Kmart 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.”


  • Devon

    Some people's minds are always on what's between their legs and process everything from that view. The Radio City Rockettes (think pairs) could be seen as erotic too. So, let Jingle "Belles" be.

  • Joe

    So this is offensive but yet if that was women up there showing 80% of their body it would be ok cause sex sells right???

    • Anonymous

      I agree. CHRISTmas or not, I don’t want to see guys balls gingling. Disgusting. AND… If it was womens boobs being shaken up there, women would definitely started WWIII. So don’t say it would be ok. NEITHER is acceptable. Liberals always taking things WAY to far. Please preserve SOMETHING in this country!!!!!

    • Anonymous

      I use to shop at K-Mart but that commercial is uncalled for and very inappropriate for anyone to watch. It reveals too much for the eyes! I will not shop at K-Mart now! It is a very disgusting commercial and should be banned from the television! Just does not appeal to me and I turn this commercial every time it comes on! Really, could have thought of something in better taste!

  • Jan

    Finally..an entertaining commercial. I I am so sick of those boring annoying commercials that I have to keep muting. This commercial made me laugh.

  • Diane

    Absolutely loved this commercial, so sick of seeing my boyfriend drooling over victoria secret christmas commercials, and Super Bowl commercials with women eating burgers. It's nice to finally have it the other way around . Thought it was hilarious. Thank joe boxer and kmart loved it!! Have to get my honey some new boxers for christmas now ;)

  • Ree

    Finally, someone who understands that not every woman watching television is a lesbian who only wants to see women in underwear (nothing against lesbians, but we straight women want some eye candy too).

  • deedee

    OMG! I thought the commercial was hysterical! You see women in commercials that have less on and act way more provocatively. This was just plain funny and entertaining! Go Kmart, don't let the few make you take the commercial off.

  • Jerry

    Good news…..Google is paying 75$/hour! Just work for few hours & spend more time with friends and family. On sunday I bought themselves a Alfa Romeo from having made $5637 this month. its the best-job Ive ever had.It sounds unbelievable but you wont forgive yourself if you don’t check it out http://www.Buzz95.com

  • jim jenners

    Kmart, Your commercial is not racy by any means. It's funny and I find it refreshing to find a retailer that shows it has a sense of humor. Keep up the good work. Keep your sense of humor and guys like me will be loyal customers.

  • Janet

    I think Kmart is totally missing the point of Christmas. Jesus is the reason for the season and I, for one, do not want to see the Victoria Secret models OR these men shaking what they got. Both are disgusting. There are ways to sell things without stripping down to your underwear. There is so much smut already on TV, why add to it? There was nothing funny about this at all.

  • Heather

    I love the commercial! Made me laugh and I had to share it with my friends. I agree with the some of the other comments..if this was a commercial with women shaking their stuff, it would be no big deal.

  • Nick

    This commercial is awesome, just like everyone has said above: Victoria secrets shows way less, and its fine., women and gay boys like me, wanna see men like this-keep it coming!!

  • chris

    I think it is the very best commerical in a long time!!!!The person who created it should definatley get a raise!!Never laughted so hard,enjoyed the christmas spirit!!!

  • private krankenversicherung studenten

    You recognize therefore considerably in the case of this subject, made me in my view consider it from a lot of numerous angles. Its like men and women don’t seem to be interested until it’s something to do with Lady gaga! Your own stuffs great. Always deal with it up!

  • Mrs. Trish Kaloostian

    I will STOP shopping at your store if you continue with that disgusting joe boxer commercial!!! I have to shove my grandchildren out of the TV viewing area How embarassing for your company!! Shame on a once , family friendly company!!!

  • Tina

    Saw the commercial for the first time and had to go online to see it again as my husband and i laughed our asses off. Kmart has awesome commercials. The comments that are in agreement are so true. Keep up the great work. It makes your remember the store and the products.

  • maggiesue

    We dont give a thought to what our younger kids get out of a commercial anymore and what they will try to replicate when they see it. Think for a minute what this Joe Boxer commercial is indirectily tryng to show off. It s funny in one way but shows off something our younger kids dont need to know or imitate. I crossed anything Joe Boxer off my Christmas list.

  • lorilie

    i think it is disgusting and totally out of line. why does everything have to have a "sexy" conitation to it.
    There are young kids watching and it makes adults look stupid and look like they have no sense at
    all. Commercials make it look like sex is all adults think about or sex is the only way to relate to adults!
    commercials are totally out of line.

Comments are closed.