KMart generated buzz with two commercials with clever word play: their “Big Gas Savings” and “Ship My Pants” clips.  But a parody commercial, which makes a play on the “N-word” using the term “knickers,” is perceived by many as more offensive than hilarious.

It doesn’t merely poke fun at a racist moniker, but it makes light of controversial stereotypes about black people. According to some, the man bragging about his “work knickers,” carries the sting of the slavemaster mentality; a woman who loves her “lazy knickers” perpetuates the stereotype that black people don’t work hard; a man says he purchased “dancing knickers” before doing a full on shuck-and-jive; and finally, a black man represents the hip hop rendering of the word saying “knickers, please.” The hashtag for the campaign is #shipmyknickers.

While the commercial is clearly in jest, not everyone is laughing at its use of stereotypes and tongue-and-cheek play on the N-word. What are your thoughts, Clutchettes?


  • http://gravatar.com/smileygirl86 smileygirl86

    WTH?!?!? I know to often people these days are offended by any and everything but, this is just blatant racism. And this is coming from someone who has a dark sense of humor!

  • Mademoiselle

    No, HELL NO! Never saw this commercial before now, but Oh Big Mutha-Effing NO! Who green-lighted this?!

  • DEE

    OK, the title was a little misleading. I thought this was going to be an actual KMart commercial until watching and realizing it’s a parody.

    This wasn’t funny at all I don’t know if this was meant to be satire but really was just horrible.

  • Kay

    *sigh* You know what, it’s 2013 but it seems as if we’re regressing to 1802. I almost wish these “nice” racists would just come out and just admit that they hate Black people already, as they’re being just that blatant about it anyway nowadays. They don’t even seem to care anymore about even the pretense of tolerance. I’m sure Kmart will trot out some racist hipster trope about satire and claim that we “just don’t get it,” and that they were being cutting edge but of course, us Blacks aren’t savvy enough to get the humor and are easily offended. *smdh* I don’t have the energy to be surprised anymore about what’s going on nowadays.

  • http:tontonmichel.tumblr.com Tonton Michel

    The brainchild behind this needs to be dragged out and lose his or her job.

  • RochMom3

    Please make sure it is clear to your readers that this is a *PARODY* of the Kmart commercials. Kmart is not involved in this.
    But yes, this is awful…

  • http://www.clutchmagazine.com Clutch

    Thanks – it is stated in the first paragraph – but we have added to the title as well :)

  • AnnT

    But there’s a token Black person in the parody! It’s OK!!!
    *eye roll*

  • Treece

    Racism disguised as jokes and parodies is still ugly and ignorant racism. Absolutely unacceptable. This is what happens when the word is used so often amongst Blacks that it becomes popular slang and not just a term exclusively for us to use. White kids listen to rap and hip hop and sing the n-word right along with the performers without batting an eyelash. Their Black friends let them get away with it because they don’t know their own history and it’s “just a word” to them. Then all of a sudden it becomes part of pop culture and ignorant white a**holes like this make fun of it in a “parody” commercial all while promoting ugly stereotypes about Blacks to people who don’t even know anybody Black. Never-ending cycle of racism continues and it’s just frustrating.

  • Jackie

    No these knickers didn’t…..

  • Jade

    I think it’s hilarious, and people need to relax. Laugh it off…life is TOO short.

  • TrulyPC

    It is people like you that make it so comfortable and easy for racists.

  • Jade

    You would be extremely naive to think that getting angry about a parody commercial that highlights negative stereotypes of African-Americans will actually do anything. Of course, I think it’s offensive. Of course. But I’m not going to sit here and pretend that I’ve never laughed at a stereotype or a racist parody about any other race (even my own at times, lol!). The unfortunate fact of the matter is that racism exists in varying forms and will continue to be present as long as the human race is in existence. I could sit here and protest the thousands upon thousands of YouTube videos that poke fun at racial stereotypes, but I’ve accepted that people have their own ignorant opinions. I can’t sit here and change them nor can I sit here and throw a hissy fit about it. Until someone explicitly threatens me or my family or calls me a derogatory racial slur, I’m not going to fight a futile battle against inevitable racism. I stand by my original comment when I say that life is too short…smile, laugh, go find a hobby, or go for a nice jog. You may not be able to change the world, but I do believe you can change how you respond to the world.

  • http://gravatar.com/tashman2012 TT

    The people who use the word “knickers” on a daily basis are the first ones to cry fowl when other races/ethnicities use it. Rap music has the n-word all throughout and other races sing the n-word without thinking twice about it. How about this? Let’s stop using the n-word as a term of “endearment” when it’s not. It clearly dredges up racism when it’s used by other races. Black people have been trying to take back n-word since like the 70s and look where we are now. Still talking about the same issue. Obviously it’s not working. And this parody was not funny.

  • JMann

    It says parody.

  • Sharon Lowd

    I tried really hard not to laugh – but it was funny. It was also offensive and racist; so where do I go from here? Should I slap myself around, do penance or promise to stop using the N word. I’m tired and confused, so I’ll just apologize to all of you that are angry and offended and if the rest of you that find it funny, kind of understand what I’m feeling, join hands with me, bow your heads and we’ll pray and ask the PC gods to forgive us. Sorry guys, that’s the best I can do at 4:08 in the morning.

  • Enlightened

    Then, goin and let YOUR friends call you a “Knicker” Personally, i don’t give a flying FIG who it is, call me “n*gg*r” or any other close variation of it, and you may wanna begin walking away, cause you’ll only get ONE chance, and that is at my gentle “excuse me” statement. I don’t care if anger doesn’t do ish else but prevent someone from calling ME one, i still don’t accept that from anyone. But, good luck, ya “kn*ck*r”

  • NOitAll

    This commercial is just one reason why WALMART is kicking Kmart’s ass out of the business.

  • TrulyPC

    Jade I find it amazing that my 14 word sentence could incite your long muddled diatribe. Naive is actually the last thing that I am. Why? Because I am well aware that racist idiots like the ones that created this video exist and that racism appeasers like yourself also exist. You can call me angry if you like. I will wear that label with pride because I would rather be that than apathetic toward racists or racism. People who think that racism doesn’t affect them because it is not knocking on THEIR front door are the naive ones.

  • http://ashleyscwalls.com Ashley S.C. Walls

    Horrible and insensitive choice and the context when using the word was definitely offensive!

  • ProF

    Of course it’s offensive.
    Think about the very jokes and riddles you’ve found funny – aren’t most of them offensive to something or someone? That’s most often what make them hilarious!

    Most of the jokes I tell are about drunk hard nosed Scotts – and yep – I’m Scottish! It would be ridiculous for me to expect no one else to tell those same jokes.
    Yes – offensive – and totally worth hearing!

  • Padma

    I happen to think jokes that point out the noticeable body odor of Scottish people are especially funny.

    I learned those jokes from my English friends.

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