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.
Am I the only one who hates the Kmart GIF commercials??
— Destiney Perkins (@desynicole93) November 30, 2013
No, you’re not.
Ughhhhhhhhh this kmart ad has a gif joke. SACRED GROUND KMART, step off.
— Molly Templeton (@mememolly) November 28, 2013
If I have to watch the kmart "gif-ing out" commercial one more time I'm gunna shoot someone
— Hannah Donnelly (@hanburgerrr) November 27, 2013
kmart's gif ad needs to be nuked. worst tv advertisement ever.
— Dan Boivin (@danboivin) November 30, 2013
Not only is the ad annoying; it’s controversial. The creators of the Graphics Interchange Format have said that their invention is pronounced “Jiff.”
That awkward moment when Kmart can't pronounce "gif" in their national commercials.
— Lauren Weloth (@laurenstricos) November 29, 2013
Not only is the KMart commercial annoying, but they improperly pronounce GIF.
— Mike Foster? (@scout_6) November 27, 2013
— olive (@awlivh) November 27, 2013
Surely someone out there likes the ad?
I just understood the gif commercial by Kmart and I think it's genius
— Ysabelle ? (@ysabelleyrad) November 27, 2013
@Kmart's Holiday "gif'ing out" commercial is genius!! My favorite commercial out right now!
— Steven Jones® (@iAMSTEVEJONES) November 28, 2013