I return from speaking at #EngageMexico and become speechless when I see the mild-mannered retailer, K-Mart’s advertising campaign “Show Your Joe”. I absolutely applaud it. After watching one too many advertising campaigns featuring women in undies, this campaign is fresh, adorable and cute.
The K-Mart advertising campaign “Show Your Joe” definitely caught my eye. Tremendous viral power by pushing the boundaries of our cultural mores in humor. Something I actually spoke about at this conference. What makes something humorous for some and not for others? Zabalbeascoa states that “The principle of incongruence in humor is universal. One always laughs at the unexpected. It is always about breaking with the taboo, be it sex, religion or politics. This is common to all cultures and the mechanism is always the same. What is not shared by all cultures is the limit of what can (or is allowed) to be transgressed.”
This advertising campaign has reached more than 7 million hits on YouTube. But the advocacy group One Million Moms has launched a social media campaign to pull the ad from TV, denouncing it as “disgusting,” “inappropriate” and “filth” that should not be seen by families gathering to watch TV. Furthermore, the group accuses Kmart of making “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!”
Watch the commercial and judge for yourself. Do you really think it’s controversial?
Brand new news for the 2014 Holiday Season!! Kmart is back with Joe Boxer!!!! Absolutely adore this campaign! Now complete with game and social media. Go ahead! Try it!!
Note: The commercials depicted are intellectual property of the brand, there is no intent of copyright infringement.