Kmart has already won a place amongst the most shared video ads of 2013 with the still hilarious 'Ship My Pants' spot and now their Christmas offering is stirring up as much attention and outrage from certain quarters as that one. The ad, “Show Your Joe” opens with a bunch of men, tuxedos on top, boxer shorts down below, playing "Jingle Bells" by shaking their hips and their bits. Despite, or more likely because of, the negative reaction from some very vocal customers which has only added to the publicity, the ad has received 9,736,517 YouTube views, 1,013,161 Facebook shares, 8,921 Twitter shares and hundreds of column inches since it was uploaded on the 16th November. Kmart are refusing to pull the commercial despite protests on social media, particularly their Facebook page. For those who haven't seen it, take a look:
So is it all that racy? Not really. It's difficult to understand what all of the fuss is really about when we are subject to a constant barrage of innuendo from all sections of the media on a daily basis. I'm not sure if we're seeing a double standard here. Male sexuality is often ignored, derided or dismissed in popular culture and I wonder what the reaction would have been to 6 ladies dressed up in fancy festive bras shaking their assets to the same tune.
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