Kmart Continues to Cross the Line


Kmart (Sears Brands, LLC) has a new commercial that is not only offensive - but this once family department store has made a deliberate decision to produce controversial advertisements instead of wholesome ones. This is a terrible plan on Kmart's part, especially at this time of year!

The title of the current ad is "Show Your Joe," and Kmart includes sexual content during a Christmas hand bell choir performance. The commercial focuses on several men wearing Joe Boxer underwear thrusting in a sexualized way to the tune of Jingle Bells. They start gyrating and shaking themselves instead of the hand bells, intending to make their "bells" ring in song - which is highly inappropriate.

The commercial ends: "Shop Your Way, Joe Boxer, Kmart. Get In Get More Christmas."

Normally, we do not provide a link since One Million Moms does not want to contribute to this filth being spread around even more, but we made an exception this time to show how ridiculous and disgusting this ad really is. The link to the commercial is provided here for reference only so you will have the information you need to voice your concern. If you would rather not watch the video clip, you may take our word on it, knowing this is not the first or second time Kmart has aired offensive commercials.

This commercial is airing during primetime, even during Christmas movies on family networks such as the Hallmark Channel, which families will likely watch together. Kmart should be more responsible in their marketing decisions. Let them know that as a parent and a consumer you are disgusted by their recent marketing choices.

Take Action

Please send Kmart an email letter requesting they cancel their new "Show Your Joe" commercial immediately!

Take it a step further:

1. Facebook users - Copy and post this message to your Facebook page and encourage others to take action!

Kmart's distasteful new commercial has to go! This ad should be pulled off the air immediately.

You can also post a comment on Kmart's Facebook page by clicking here. (Please keep in mind that not everyone on Facebook will have the same view as you. Having thick skin comes with the territory of taking a stand.)

Twitter users - Copy and paste this message to your Twitter account:

@kmart Shame on Kmart for airing inappropriate commercials. #kmart

2. Not a social media user? Call Kmart at: 1-866-KMART-4U (1-866-562-7848)

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