Kmart is finding itself in hot water, yet again, for a holiday commercial that many folks are deeming inappropriate.

In the company’s latest ad, six men can be seen shaking their bottoms — or more like their manhoods — to the tune of “Jingle Bells.” The commercial is part of a new campaign for Joe Boxer underwear, sold exclusively at Kmart and Sears stores.

Since its Friday debut, Kmart’s Facebook has been bombarded with angry customers demanding that the store take the commercial off the air, calling it “disgusting” and “distasteful.” There are a few customers, however, who find the latest ad amusing. “My daughter and I love the Joe Boxer commercial! Lighten up, people,” said a mom from Columbus, Ohio.

When Kmart was contacted by Huffington Post to comment on the controversy, a spokesperson said, “The Kmart ‘Show Your Joe’ commercial playfully showcases Joe Boxer’s men’s clothing available at Kmart. We regret if some people found the commercial offensive, as that was not our intent.”

Sounds like they have no intention of pulling the ad since it’s getting exactly the kind of buzz they were looking for.

What do you think? Did Kmart go too far?