Burger
King Combines Degrading Images With SpongeBob To Sell Kids
Meals
The Parents
Television Council (http://www.parentstv.org)
slammed Burger King for its latest attempt to sell kids meals
with SpongeBob SquarePants toys by promoting the meals with
a TV advertisement that declares the King “likes square
butts” to the tune of Sir Mix-A-Lot’s “Baby
Got Back.” (The controversy surrounding this advertisement
follows closely on the heels of another Burger King advertising
controversy involving depictions that were offensive to Mexicans.)
The PTC also chided Viacom for allowing its SpongeBob cartoon
character to be exploited in the degrading commercial. The
advertisement first appeared during the championship game of
the NCAA basketball tournament and has aired on several other
programs including America’s Funniest Home Videos and
Lie to Me, which aired at 8:00 pm ET before American Idol.
“The
actions of Burger King are grossly irresponsible and patently
dishonest. In spite of what their PR-spinners want the public
to believe, this is an advertisement that is targeted directly
at children – exploiting a beloved cartoon character with
graphically degrading imagery,” said PTC President Tim
Winter.
“Burger
King asserts that this commercial targets adults, not children;
but that assertion would be laughable if it weren’t so
pathetic.
They are exploiting
one of the most iconic children’s brands in all of entertainment,
SpongeBob SquarePants.
The product
is a 99-cent Kids Meal with a SpongeBob toy.
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And
the commercial airs during programs that are watched by millions
of families. This has nothing to do with an adult message.
“Viacom
defends this use of SpongeBob as a character enjoyed by millions
of adults. We would note that Barney the Dinosaur, Dora the
Explorer and Elmo are also enjoyed by adults; but it would
be preposterous to suggest that those characters target adults.
It would be preposterous to say those characters are ripe for
exploitation in a television advertisement featuring imagery
and dialog that is offensive and degrading to women.
“Regardless
of whether their rhetoric is true, which it isn’t, Burger
King and Viacom appear to be admitting that the degradation of
women in their advertising is appropriate for adults. Both companies
should recognize their poor business decision and immediately
cease any further airing of the commercial.
“While
Burger King panders to controversy and offensive messaging to
promote its food, the PTC is encouraging its members – and
indeed parents across the nation – to consider more responsible
alternatives when making their buying decisions. McDonalds, Wendy’s
and Dairy Queen have not only stated their intention to be responsible
and respectful advertisers, but they are demonstrating their
commitment to those policies on a daily basis.
“Parents
have every right to be concerned when popular cartoon characters
show up alongside women dancing provocatively to a song that
is all about ‘booty’ according to Sir Mix-A-Lot himself
in the advertisement. And we hope that Nickelodeon will be mindful
not to let SpongeBob become the ‘Joe Camel’ of sexually
degrading advertising,” Winter concluded.
To watch the
advertisement, visit: http://www.youtube.com/watch?v=rm6d2oy8GRk |