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

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.”


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