Kmart Wants to Get Away with Running a Christmas Ad in September

“This is not a Christmas commercial. However, let’s say you have an event in late December that you need a lot of gifts for. Like, maybe your entire family is having a birthday on the same day. Now’s the time to go to Kmart and put those gifts on layaway,” says the actress playing a Kmart employee in the retailer’s latest commercial. Uh, FUCK YOU, Kmart.

We get it. The commercial is wink-y, but, as Adweek points out, it’s still — no matter how sardonically you spin it — a Christmas ad being released in September and that just won’t do. By the way, this is not the first time Kmart has started their holiday ad campaign prematurely. It is, however, the first time they’ve done it with “humor.”