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Does This Kmart Commercial Spoof Go Too Far? (UPDATE)

by Sergio
June 13, 2013 8:23 AM
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After that Cheerios commercial with the interracial family, we now have another controversial ad that’s sure to get a reaction from you. But then, that’s the point of the whole thing isn't it?

Well, actually it’s a spoof of a commercial, but I’ll get to that in a minute.

The story is that Kmart stores have lately been trying to change their image with a series of commercials, primarily aimed at younger buyers, that have, so far, gotten a very favorable response from advertising experts and the public alike.

The commercials use a form of risqué word play, basically, simple puns, such as Ship My Pants and Big Gas Savings, both of which started out as viral commercials, but have been so popular that they made the leap to television.

That inspired a group of satirists to get together and make a parody of these commercials that’s so convincing that people think it’s a real Kmart commercial (even I have to admit it even fooled me the first time I saw it)

(UPDATE: Kmart has officially released a statement stating that the commercial is NOT theirs. The company has been flooded with angry e-mails and tweets by customers offended by the spoof and Kmart said in response that they did not make the commercial and it "does not endorse this type of content")

But as soon as it made its debut this week, people immediately were calling it offensive and tasteless. 

I won’t tell you anymore about it, except to ask you to watch it for yourselves and tell us what you think.

Did they go just a bit far? 

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  • Name Watha-OKC | August 8, 2013 6:46 PMReply

    Your Comment K-Mart Commercials are showing going back to school as a time to play, dance, show off their "stuff", belittle one another and everything but get an education that will prepare these children for future contributions to our nation. it's unfortunate thatthe majority of the children being shown are from minority populations. Is this to say that they are only going to do the things mentioned earlier? I really wish we could begin to look at each other as viable resources, needed to keep this country afloat. It's worse that no-one seems to see it happening.

  • Pam | August 4, 2013 12:11 AMReply

    David, by the way, the "Old"people didn't call them "Knickers" we called them "Snickers". You need to get your info right before you start making fun of them. Which back then most of us wore "Adidas" snickers. High tops was the style to wear. Oh! they are coming back in style now too. It's nice to know great style always comes back.

  • Pam | August 4, 2013 12:00 AMReply

    This add is totally WRONG. I thought we are supposed be "ONE NATION UNDER GOD" or at least "ONE NATION". This kind if advertising is what's causing this counrty to become segregated again. ALL THIS RACISM HATE THAT IS COMING BACK OUT NEEDS TO STOP!!!!!! We don't need childern using language calling their Mother's "YO MAMA" . That's totally degrading. Take this off the T.V. NOW!!!!

  • karley | August 1, 2013 9:17 PMReply

    i think kmarts commercials are out of line. they have 1 little white girl in the commercial with 4 other African American Children & the white girl is all the way in the back not even singing.. Now whats wrong with the white girl raping with all the other kids? totally ridiculous!!!

  • David | July 31, 2013 11:28 AMReply

    Shoes is Knickers old people use to call there shoes that back in the day's

  • frances | July 26, 2013 4:56 PMReply

    who ever made that kmart commercial should be fired what were you thinking it is so stupid

  • kk. | August 1, 2013 9:26 PM

    i agree!

  • Anj | June 14, 2013 9:50 AMReply

    okay, not a big deal (not that funny either) save your criticism for when some thing really offensive comes up!

  • Nia | June 14, 2013 12:35 AMReply

    It's funny if black people do it. Also, the "ship by boat part is not funny."

  • me | August 12, 2013 9:20 PM

    that was the funniest part

  • B.E. | June 13, 2013 11:53 PMReply

    The point of these kinds of sketch/videos is to get views. And I congratulate this team for doing just that.

  • Ronald Turner | June 13, 2013 7:42 PMReply

    Please shoppers, don't allow this type of behavior go on without consequences!!!

  • Cathy | June 13, 2013 8:02 PM

    You do realize of course this is not real? Just a spoof? Now go re-watch and try to find your sense of humor in between your couch cushions.

  • Ronald Turner | June 13, 2013 7:39 PMReply

    This advertisement is very offensive and highly disrespectful and should be removed immediately!!!

  • fran | July 26, 2013 4:59 PM

    I got a very good sense of humor but who ever think this is funny got their head up their ass this commercial is so stupid

  • Larry | June 14, 2013 4:45 AM

    You need to be removed completely. It clearly says this is a spoof.

  • Kevin Sorrell | June 13, 2013 3:54 PMReply

    Guess I'm not feeling very revolutionary today because I thought that was funny! If I'm going to spoof a commercial, I'm going to be as outrageous as I can be (it's sorta the difference between the more in-your-face parody and the subtle satire)--and what's going to be a bigger shocker than gleefully playing with such a loaded term?

  • Rel | June 13, 2013 3:46 PMReply

    Sorry, it's funny

  • Notevenoriginal | June 13, 2013 3:11 PMReply

    Sarah Silverman did it first and with much more class. This troupe just took her idea and ran it into the ground:

  • ALM | June 13, 2013 2:03 PMReply

    The first word that they thought of to play off of is an interesting choice. The subconscious mind is something else.

  • Larry | June 14, 2013 4:46 AM

    You know this is the first word they thought of, how?

  • TRW | June 13, 2013 1:14 PMReply

    They ran circles around "too far".

  • Moni | June 13, 2013 12:59 PMReply

    I thought it was funny! It seems like something Key and Peele would do, or Dave Chappell.

  • ALM | June 13, 2013 2:04 PM

    I believe that comedy similar to this is the very reason that Chappelle quit. Check out some of the interviews he did after he quit.

  • steve | June 13, 2013 12:57 PMReply

    crossing the line funny but I thought it was funny. I think some of y'all need a reading comprehension class because Sergio said it is a spoof of a Kmart commercial.

  • CC | June 14, 2013 10:24 AM

    Hold up Mr Lit, you thought he farted but he shit.

    Look Larry, this may come as a surprise to you (and has nothing to do with reading comprehension) but we're communicating via an internet world. Okay, in this world there's mego-macho-mega-mucho-gazillion-billion places that internet browsers (people) can rest their eyes upon. Now, I don't know about you, but I don't know anyone who reads every single word of every sentence they may browse over.

    And now, if you didn't notice or didn't read BEFORE you commented, we're at a movie blog, in Sergio's post, down in the basement talking about a "K-Mart" commercial. Okay, although Sergio, or you, may believe his every word is required reading, I think it's safe to say many people would disagree with that. Don't get me wrong, the man can be funny, enlightening and very entertaining, but many of us have been here before. I mean, some visitors already know, coming through the door that Sergio is known for dropping highly "controversial" videos and subject matter, that are not necessarily the gospel, if you know what I mean.

    Long story short, many know that Sergio's posts are not required reading on the order of contracts with the devil. So sue us if we didn't read what you and Stevie found so interesting.

  • Larry | June 14, 2013 4:47 AM

    CC, Sergio clearly told people BEFORE the video what it was. Holy crap.

  • CC | June 13, 2013 1:21 PM

    And Sergio also said "even I have to admit it even fooled me the first time I saw it".

    Jiminy cricket Stevo, spoof, goof or whomever's on the roof, white folks still did it, so comprehend THAT, Mr. apologetic.

  • True | June 13, 2013 12:26 PMReply

    Yeah, that's wild. I get a "play on words" which are properly pronounced but this seems deliberate. I know this was a spoof but the intent of what they really wanted to say was clear.

  • CC | June 13, 2013 12:12 PMReply

    OoooooooooWeeeeeeeeeeee.... they HAVE brought some shit up in the house. Listen, flat tire, satire, spoof or goof, it don't matter, all I heard was "niggers". I am serious, K-Mart ain't foolin' nobody. This was the underlay for the overplay. They get to substitute Knickers for "niggers", then all their buddies are allowed to laugh their asses off under the banner "this is art, satire, a spoof)

    But some black folks recognize game.

    Hey, come to think of it, I am a homeowner who's thinking about building a fence around my yard, so I wonder if K-Mart has any peckerwoods up in there? You know, that pale white flaky kind of stuff. Maybe if I drop by I can see for myself what isles the peckerwoods can be found? Well, actually, on second thought, maybe pine or oak, or woods filled with cedar will do, but I don't think I want peckerwoods around my yard. I hear they stink like dogs when it gets wet. Besides, what was I thinking, I have a big yard and everyone knows peckerwood pecker's/wood is small, so there is no way I'm driving to K-Mart to get short wood.

    But I am thinking about some crackers. I hear some stores have savings in every isle, I wonder if they can say the same about crackers? Hey, it better be some chocolate chips up in there or I'm protesting.

  • BURP | June 13, 2013 11:58 AMReply

    Its "hipster racism"(yes the word exists just google it) at its finest.. they try to find clever ways to fit it in conversation to see if they can get away with it. We all know the intent of how the word is used however it passes muster because they are not actually saying the N word. It is implied in a joking kind of way. Now some white kid will think its cool to say it to a black kid and then say com on I was just saying knickers not 'n' ..just liken up. Really I am not buying it K-mart. Keeping it real gone word.

  • sergio | June 14, 2013 4:45 PM

    WOW! You got ALL that from a simple comment I made? You must have a Ph.D in psychology from Harvard. I'll be surprised if you donlt have x-ray vision too. Sounds to that you're the one who has had to deal "with issues of blackness in your waking life"

    Sounds like you're doing what Freud called "displacement". But then being a graduate student in psychology from Harvard of course you know all about that

  • BURP | June 14, 2013 1:52 PM

    @ Larry .. If you read my comments you would see that I admitted to not reading the post you jerkaholic sooo does that still make me a lair...your level of reasoning is baffeling. Classic case of a person arriving to the crime scene an hour later and issuing the wrong report to the cops. Just quietly step over the police tape and carry on about your business sir.

    @ Sergio I was never questioning your blackness nor was it inferred in my comment. They are a lot of black folks who do not listen to rap music, cannot dance or eat fried chicken. For those reasons and more that is certainly not an indictment on their blackness. Apparently you have dealt with issues of blackness in your waking life and have come to terms with who you are and because of that I am sincerely happy for you. But please don't become sensitive about it because it shows that you are still dealing with it. So don't worry there are no plans to trade you in for Bill Clinton or Quintin Tarrantino...ok your safe. "Ya dig" sorry I mean "You do understand".

  • Sergio | June 14, 2013 7:02 AM

    "Is it safe to assume that you do not listen to rap music".

    Guess not. Guess I'm not black enough for you. Don't worry I won't be losing any sleep because of it.

  • Larry | June 14, 2013 4:50 AM

    Burp, it's in the third sentence. You didn't read shit, liar.

  • BURP | June 13, 2013 11:26 PM

    @ Carl how does going straight to the vid makes one an idiot. Mind your business and stop being a trolling dick rider for Sergio. He is grown man and should be able to handle his own. Thank you for your time collect your teal sports coat at the door and exit stage left please.

    @ Sergio ...Yes he is an African American rap artist who makes a living performing rap music. He is apart of the WU Tang clan, a very popular rap group from Staten Island who came alive during the early 90's. Is it safe to assume that you do not listen to rap music.

  • sergio | June 13, 2013 3:01 PM

    And who in the hell is Ghostface Killah? Some rapper I assume?

  • Carl | June 13, 2013 2:39 PM

    Well then BURP, that makes you a fucking idiot.

  • BURP | June 13, 2013 2:02 PM

    Sorry Mr. Sergio Valente I normally skim through your articles based on your penchant for engaging in Ghostface Killah like rants. I went straight to the vid.

  • Sergio | June 13, 2013 12:40 PM

    "Really I am not buying it K-mart."

    This once again goes to my theory that some people don't really read what we say but only think they read it. As I state in my piece that K mart did not make this commercial. It was made by some comedy group spoofing those other K mart ads

  • Christy | June 13, 2013 11:48 AMReply

    If they had atleast one Black woman that said, "I got YO knicker!" I would've been just fine with it. lmao

  • Walter Harris Gavin | June 13, 2013 11:45 AMReply

    It's funny.

  • Adam Scott Thompson | June 13, 2013 10:59 AMReply

    The black dude should've ended it with, "Kmart... strictly for my knickers."

  • Kevin Sorrell | June 13, 2013 3:45 PM

    LOL. Love it!

  • hohum | June 13, 2013 10:54 AMReply

    We all no that "knickers" come in different colors, shapes, and sizes, hence the video.

  • RN3 | June 13, 2013 10:09 AMReply

    If they come up with one for everyone, I would be slightly less offended. That would include Jews, Latins, Mexicans, Germans, Turks...etc.... But until then, I am highly offended. African Americans are seemingly the popular joke/punchline in America, and have been since the inclusion of Slavery in the New world.

  • MK | June 13, 2013 7:01 PM

    Agreed. One for everyone.
    I thought this spoof was mildly funny, but the fact that it is once again a singling out of one particular race, leaves a feeling of unease

  • No | June 13, 2013 9:11 AMReply

    Knickers? Knickers have been revived? Why would anyone revive them? Oh, because since your grandfather hated them, they must be hip now.

  • mawon | June 13, 2013 8:58 AMReply

    Yes, yes they did.

  • al | June 13, 2013 8:49 AMReply

    Since it's a spoof I won't go HAM but I didn't find it particularly clever.

  • donnadara | June 13, 2013 11:08 AM

    Exactly. Yawn. But Kmart might want to make them take it down because it is not good for their brand.

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