Although not a parent of school-aged children my heart still goes out. Most schools (in my area anyway) have gone to a Standard Mode of Dress (SMOD), which many argue is a good move with major benefits, like reduced costs for parents and less peer pressure for kids. However, a kid who wants to be mean can still call you out, and make the distinction between social class and financial situation if their blue or green SMOD polo shirt came from Abercrombie, and yours from a discount brand store. Petty? Yeah! But trust me, no thrifty mom needs (or deserves) this back-to-school battle, when shopping for kids who just want to fit in.
Fast forward to why I am so completely and totally in love with the Kmart back-to-school commercial. In what to me is a very clever spin on the unfortunate schoolyard bullying of today, and a fun nod to the good ol’ fashioned yo’ mama jokes of my day, moms who shop Kmart can score some major cool points (do they still say that?) with kids.
It all starts with what appears to be a playground dis, in which one student asks another about the origin of his sweatshirt, something that could potentially horrify a student in real life…
“Julio!” he commands, “I need to ask you a question!”
“What is it com padre?”
“Yo mama get dat hoodie at Kmart?”
“Well yo mama must have cavities cuz that hoodie is sweeeeet!” And all the other kids on the black top react with a lively round of, “Oooohhhh!”
Now it’s Julio’s turn to give it back…
“Oh yeah? Well yo mama’s like a tasty cheese plate, cus she saved a bunch of cheddar on dem Kmart jeans!” and once again, another lively reaction from the crowd.
But hey, don’t let me spoil it for you. Just take a look for yourself…