Kmart is looking to grab some attention by ringing in Christmas with Joe Boxer. This ad is probably one of the most controversial Christmas ads in a while. The YouTube commercial is confusing at first as it is just a bunch of well-dressed men ringing bells, but then it shows the men wearing their boxers ringing
People have immediately gone to Twitter to post their thoughts: some think its great, some think its distasteful on Kmart’s part. I personally think its quite funny and adds some humour, especially as the holiday rush and craziness is among us. I think this is “ballsy” move (pardon my pun!) from Kmart, but people are talking about it, so regardless it is working. I think that it is the direction that Kmart has gone this year in taking a more out there approach as was seen in their ad back in April – Ship My Pants.
What are your thoughts on this ad? Is it too racy for you, or is Kmart just spicing up being a boring old box store?