Kmart, Netflix and Honda were among the brands that rolled out irreverent, tongue-in-cheek ads timed for the holiday season this year. The ads -- Kmart's "Jingle Balls" was particularly audacious -- risk alienating some consumers, but were in line with research that showed "a majority of Americans said they like to see Scrooge-like themes, or the naughtier side of things, in holiday ads," Becky Jones of Viamedia said.

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