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Joe Boxer Christmas Ad Puts Kmart on One Million Moms’ ’Naughty’ List

by Jason St. Amand
National News Editor
Friday Nov 22, 2013

The anti-gay American Family Association group One Million Moms, best known for their boycotts on everything from electric razors to salad dressing, have taken issue with a new Kmart commercial that features a group of hunky men jingling their - uh bells, to the tune of "Jingle Bells."

In an email to their supporters, which total far less than one million, OMM writes that the Kmart ad 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 focuses on several men wearing Joe Boxer shorts thrusting to the tune of Jingle Bells," the statement reads. "They start shaking themselves instead of the hand bells, intending to make their "bells" ring in song - which is highly inappropriate.

"This commercial is airing during primetime even during Christmas movies on family networks such as the Hallmark Channel, which families will likely watch together," the statement continues. "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."

The ad's video has gone viral, earning more than 11 million views since it was posted on YouTube on Nov. 15.

The Moms aren't sitting on their hands, however. According to the Moms' website, the group is launching a social media campaign in order to take down the "filthy" commercial. OMM has asked their followers to take action posting the following message to their Facebook page:

"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."

OMM then adds,"(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.)"

OMM supporters who are Twitter users are asked to tweet, "@kmart Shame on Kmart for airing inappropriate commercials. #kmart."

Those who aren't media savvy needn't fear - OMM has provided a phone number so supporters can call and directly complain to Kmart officials.

When OMM posted their plan to take down Kmart on Facebook, a number of users responded. The post currently has 415 likes and 324 shares.

"Everyone is intitled (sic) to their opinion so here is mine. I thought it was cute, funny and creative. Living with all boys (4) they are getting Joe Boxer's and they better play music. Relax not so bad," one Facebook user wrote on OMM's status, which has 18 likes.

"Y'all SERIOUSLY need to lighten up & learn how to pick your battles," another wrote.

"I love this commercial! If y'all are so against the slightest hint of sex how did you become moms in the first place...just saying," reads another comment.

As of this writing, One Million Moms numbered 60,739 on Facebook.

Watch the "Show Your Joe" clip below:


  • GAG'EM, 2013-11-23 00:38:31

    They’d probably prefer something cleaner and more middle-American, like a red-neck family shooting reindeer with their shiny, new AK-47s.

  • , 2013-11-24 03:22:38

    why then don’t they object to all the commercials sexually objectifying and often belittling women? Heaven forbid a man is portrayed in a sexual manner.., this commercial is far less offensive than other commercials I’ve seen.

  • , 2013-11-24 16:45:26

    This is the most offensive commercial I have ever seen!! I switch channels when its on so I don’t have to be subjected to it. Here’s one thing I will do... I will not shop at Kmart anymore!!

  • , 2013-12-05 09:48:55

    Who really cares!! Wow!! One commercial showing men???;) what about carls jr?? All there commercial shows women on skimpy clothing eating a burger? Seriously?? It’s one darn commercial showing sexy men doing nothing different than carls except there licking there finger in a sexual way while eating!! Get over it America or change the channel!!!

  • , 2013-12-05 10:01:27

    This ad will only show once a year a few times in a month! Other commercials that show sexy women in skimpy clothing show ALL YEAR AROUND even while kids are watching cartoons;) that’s something to complain about. Really?? Picketing Kmart?! Unbelievable! There are so much more you should be mad or upset about in life! Like parents not paying any attention to there children cause to busy writing on here about One simple ad And there children killing children in schools or killing there teachers. Just as you would talk to your children about what’s going on in the world and how to deal with bulling in school and other things children will deal with talk with them about the commercial and explain its a commercial these men don’t really walk around doing this just as they should not! Be a parent and Talk

  • , 2013-12-05 19:43:03

    What a bunch of prudes how did theses moms manage to get pregnant when they cant even stand seeing a man in his boxers. And their poor sheltered children! Raise them in reality not your dilusional fantasy world where storks drop kids off on doorsteps and women fart flowers. Do everyone a favor and just get rid of your tv if something so innocent and funny is going to offend you to the point where you want to remove it and ruin the fun for the majority of us normal people.

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