Kmart is expecting great things from its new Joe Boxer holiday ad, released Dec. 1. The featured dancers have great expectations too — they’re all pregnant! Grooving slowly at first in festive PJs with their backs to the camera, the moms-to-be all hop to the side five seconds into the 43-second ad to proudly display their baby bellies while they boogie along to an up-tempo rendition of, of course, “Santa Baby.”
“PJs are such a big part of holiday traditions, with people often giving them as gifts and families wearing them Christmas morning,” Kmart VP of public relations Jamie Stein tells Yahoo Parenting. “So we thought this would be a neat way to bring ladies in on the act this year and celebrate these bellies as a fun and festive new twist.”
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Last year the company’s saucy Joe Boxer ad — showing studly men wearing boxers and hip-shaking to “Jingle Bells” — was a huge hit, scoring more than 18 million YouTube views.
So the 2014 challenge was to reach out to women. “We needed a ‘reveal’ that could extend the story from the men’s line,” Diane Vaccaro, chief marketing officer for Kmart Apparel told USA Today, noting, “We sell a lot of women’s PJs this time of year.”
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And one day in, the ladies’ commercial – filmed by agency FCB as the latest in its #ShowYourJoe campaign for Joe Boxer – is already ringing in raves with more than 215K YouTube views as of press time.
The dancers have some good news too. Of the five women who filmed the spot last month, all in their final trimester, Vaccaro reveals at least one has already given birth.