“Santa’s belly’s got nothing on Kmart’s Joe Boxer men.
In its new holiday ad for its branded boxer collection, Kmart employs a group shirtless, pajama-clad men to use their bellies (that shake like bowls full of jelly) as the percussion accompaniment to “Jingle Bells.” The ad is appropriately named “Jingle Bellies.”
The 55-second ad created an online maelstrom yesterday and today when it was aired on national TV.
The commercial, dubbed "Show Your Joe," begins with a wide angle shot of six men, who appear to be dressed in tuxedos, standing behind a curtain while ringing bells. However, a few seconds into the clip the curtain is whisked away, revealing the men's bottoms are clad in Joe Boxer underwear.