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I Can't Stop Daaaaancing!

S&K Menswear , which sells discount apparel for men, usually relies upon tried-and-true advertising methods to reach customers. But the Richmond-based retail chain is giving viral marketing a whirl for Father's Day, rolling out an online salute to fathers.

On  DancingDaddy.com , a dad's disrespectful offspring can lampoon him by attaching a digital image of his mug onto their choice of dancers -- a hip-hop playa, retro hipster, country line dancer or disco fever dancer -- and watch his animated figure execute moves a lot smoother than he was capable of, even in his youth. The promotional tie-in: S&K offers youthful well wishers the option of sending their dad an S&K gift card.

(There was no word in the press release on whether S&K was supplementing its normal line of ties, shirts and jackets with gangsta gear or Saturday Night Fever-style leisure suits.)

Said Byran Kipp, vice president of marketing: "At S&K, we've always worked hard to give men the best selection and price and to make their shopping experience both easy and fun. Now with DancingDaddy.com, shopping for Father's Day has never been funnier."