Posted by: matt25 | April 20, 2009

Does the BK leadership really find this appropriate?


What do rapper Sir Mix-a-Lot, his song “Baby Got Back,” and the cartoon character SpongeBob SquarePants have to do with selling hamburgers and Kids Meals? … Well nothing until Burger King (BK) decided the rapper/cartoon combo should be utilized in the restaurant’s new commercial.

The commercial features new sexualized lyrics being sung to the tune of the Grammy Award-winning rap song “Baby Got Back.” Provocative young women dance and shake their backsides while wearing square shapes in the seat of their tight shorts. The square shape is representative of SpongeBob SquarePants. The ad ends with Sir Mix-a-Lot saying, “Booty is booty.”

Like many of us, if not the majority, I have become so used to the low-brow, sexualized, objectification of women in advertising that I almost ignored this commercial but when they plugged the free toy in the kids meal at the end I woke up and said… This is just not right.

This commercial should be considered unacceptable not just be me, but by anyone who cares about the attitudes that will be fostered in children about how young women should be perceived.  Unless of course you think girls should believe that their “booty” is more important than their brain and boys should be focused on “booty” by the time that hit pre-school.

If you want to see the commercial it is on YouTube.  Click here to see what they have titled Funny Commercial from Burger King with Spongebob Squarepants!


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