WASHINGTON — Joe Boxer’s holiday commercial is back with a different kind
of male musical.
The retailer’s 2013 holiday ad from Kmart — that was
viewed more than 18 million times on YouTube alone — was one of the most
controversial as men thrusted their rears to the tune of “Jingle Bells.”
This year, it’s all about the belly.
The ad for Joe Boxer’s pants and underwear shows men pounding their bellies to
“Jingle Bells.”
At the end is an homage to the 2013 ad.
Kmart is hoping the ads — however questionable — put the retailer at the top
of consumers’ minds.
“I want to be in the conversation,” Diane Vaccaro, chief marketing
officer
at Kmart Apparel, told USA TODAY.
“I want to be part of the conversation in a
disruptive and authentic way.”
Vaccaro says Kmart can only hope for similar success with the belly-thumping
ad. She said last year’s ad “forced folks to consider Kmart.”
“A number told us that they hadn’t been in Kmart for years but the ad made
them go back,” she said. “We struck a chord.”
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