Considering the resurgent popularity of GIFs —those low-res looping computer graphics — you’d suspect that Kmart might be on to something with its new Christmas ad, featuring a happy couple “GIF-ing out” in their driveway. Instead, reaction on social media has been anything but kind.

No, you’re not.

Not only is the ad annoying; it’s controversial. The creators of the Graphics Interchange Format have said that their invention is pronounced “Jiff.”

Surely someone out there likes the ad?

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