Kmart is airing a new commercial for its Joe Boxer underwear that features a group of men standing behind a long table playing musical bells.
After an off-camera audience applauds, the table slides off to the side to reveal the men standing in their Joe Boxer underpants (video below).
They then squat and gyrate their pelvises to play the Christmas tune "Jingle Bells" via their unseen ringing testicles. With each thrust, the men play the song as "#ShowYourJoe" appears on the screen.
However, not everyone is amused by their musical "talent."
People have written on Kmart's Facebook page that the ad was “offensive” and “disgusting," but some thought it was funny.
Salon.com's Katie McDonough wrote, "Personally, I do not associate six men thrusting their genitals at me with holiday cheer. Happy gross holidays, everyone."
Kmart is standing by its controversial ad and has not pulled it.
"The Kmart 'Show Your Joe' commercial playfully showcases Joe Boxer's men's clothing available at Kmart," a Kmart spokesperson told The Huffington Post. "We regret if some people found the commercial offensive, as that was not our intent."
Melissa Henson, of the Parents Television Council, countered, "I think it is a bad move on Kmart's part. Kmart is one of those stores that has traditionally been considered a family brand... The backlash can be pretty bad. The brand has been suffering and may have a hard time recovering from this if they alienate a lot of customers."