Capitalizing on the wildly popular ads, California-based comedy and improv group, The Gunfordmay, created a parody titled “Ship My Knickers,” which plays on the word “ni**er.
And it goes a little something like this:
Shoppers are extolling the value and versatility of Kmart “knickers,” while also expressing delight that they are so convenient to buy.
One man gushes about the “work knickers” that he uses in the yard. Then one satisfied woman says she bought knickers for her boyfriend’s birthday and “lazy knickers” for lounging around the house. And we can’t forget “dancing knickers.” One man is so thrilled to have “dancing knickers” that he breaks into an exuberant shuck-and-jive.
In the midst of all of these “knickers,” the lone Black man, upon realizing that the White shoppers aren’t saying “ni**gers,” chuckles and says, “Knickers, please.”
The spot ends with a (parody) Kmart worker assuring a shopper that the store can even ship his “knickers” by boat.
That Gunfordmay jumped right over the edg(y) into racist waters is without doubt. But two unexpected issues have arisen from the parody.
1.) Viewers are questioning can racist, harmful stereotypes ever be humorous.
2.) The ad is so well done, in terms of mimicking the Kmart campaign, that some people, including some media, have erroneously reported that the ad is really a Kmart commercial. And even though it is clearly marked as a parody, YouTube commenters have even discussed boycotting Kmart.
Reading is fundamental, people.
See the parody below:
The Gunfordmay seems to be enjoying their viral fame, joking about it on Twitter:
But Kmart was quick to shut them down: