Winners.ca is a fashion store known for carrying name brands at discount prices.
Their current radio ads are for Christmas shopping and use of the word, "schlep".
Now schlep is a Yiddish word and used as a noun means, awkward and stupid person. It can also mean simple, simpleton and a person lacking intelligence or common sense. For example, "My brother in law is such a schlep!"
Schlep can also mean a a tedious or difficult journey. "Driving from Winnipeg to Florida is such a schlep".
Schlep as a verb means to pull along heavily, like a heavy load against a resistance. For example, "Oh Vey the thought of schlepping your parents to Florida!
The word doesn't work in this ad nor did it make the ad funny.
As for the schlep who came up with the idea, it's a Christmas shopping ad!