How do you make giving a gift of underwear a fun choice instead of your standard, boring Christmas gifts? By using a sextet of handsome men wearing tuxedo tops and Joe Boxer bottoms to delight viewers with a very unexpected rendition of Jingle Bells.

How do you make giving a gift of underwear a fun choice instead of a boring one? By using a sextet of handsome men wearing tuxedo tops and Joe Boxer bottoms to delight viewers with a very unexpected rendition of Jingle Bells. “Show Your Joe” also gave social shopping an all-new meaning, as it was a viral video with a direct response mechanism that, for the first time, allowed customers to shop the range of underwear right from it.

Kmart’s 'Show Your Joe' became an immediate viral hit achieving over 20 million online views, over 83 million Twitter impressions and 1.8 million Facebook shares. It was the #2 most viewed online ad in November. It was so engaging 'Joe Boxer' surpassed 'boxer shorts' as a google search term. Joe Boxer sales jumped 40% the week after the video launched and saw an incremental $2.3 million in sales during the holiday. 'Show Your Joe' helped Kmart’s total digital effort surpass 70 million views making Kmart the #1 most viral retail brand of the year.