Back to IndieWire

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

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

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? 

This Article is related to: News


Name Watha-OKC

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.


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.


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!!!!


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!!!


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


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


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


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


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

Ronald Turner

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

Ronald Turner

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

Kevin Sorrell

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?


Sorry, it's funny


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


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


They ran circles around "too far".


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


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.


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.


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.


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.


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

It's funny.

Adam Scott Thompson

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


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


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.


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


Yes, yes they did.


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

Your email address will not be published. Required fields are marked *