One Million Moms has struck again.
Five months after attacking J.C. Penney Co. (NYSE:JCP) for having lesbian talk show host Ellen DeGeneres serve as their spokeswoman, the organization is now attacking another retailer, Kmart, a subsidiary of Sears Holding Corp. (NASDAQ:SHLD) for its recent “Ship My Pants” commercial.
The 35-second ad, which advertises the store's new policy that allows patrons to order items online if they’re not available in store, shows actors repeatedly saying “ship.” One Million Moms is striking back, complaining that the word sounds too close to “s—t,” calling the use of the marketing ploy a negative influence.
“Kmart should be more responsible for their marketing decisions. Let them know that as a parent and a consumer you are offended,” the organization said in a statement released this week.
The commercial, which shows a variety of customers, everyone from senior citizens to children, saying the catchphrase a total of 12 times, has the organization calling the ad “ridiculous” and “disgusting.”
“Kmart’s distasteful new commercial has to go! This ad should be pulled off the air immediately,” said the organization.
One Million Moms is requesting action from the retailer and their 55,000 members, telling them to have a “thick skin” and tweeting Kmart: “Shame on Kmart for airing inappropriate commercials.”
Supporters have already taken to social media to express their displeasure for the ad.
“Your new ‘Ship my pants’ commercial is irresponsible and tasteless,” said Facebook commenter Michelle A. Hughes Reich. “Please, don’t lower your advertising standards to the level of offensive ads. You can do better.”
A Kmart spokesperson responded Thursday with sorry-if, sort-of apology.
“It’s a tongue-in-cheek take on an innovative service offering: order in store and ship it home. We’re sorry if it appeared insensitive.”
While some are upset with the ad, others commented on Kmart’s official Facebook page calling the promo comedy genius.
“This ad is hysterical,” said Facebook commenter Kelly McCulley. “I’m giving Kmart all my business now! That was some funny ship!!! [sic],” she said.
“Great commercial. Gets your attention and makes you smile. Good job,” said commenter Norbert R. Gabby.
The organization attacked DeGeneres in 2012 after J.C. Penney hired her to serve as the chain’s spokeswoman. One Million Moms asked followers to boycott the store after DeGeneres starred in a holiday commercial.
“JCP has made their choice to offend a huge majority of their customers again. Christians must now vote with their wallets,” said the organization.
DeGeneres responded to the claims thanking those who do support her.
“Here are the values I stand for: I stand for honestly, equality, kindness, compassion, treating people the way you want to be treated and helping those in need. To me, those are traditional values. That’s what I stand for,” she said.