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April 07, 2009

Outcry just beginning over BK's square-butts ad for kids' meals

Posted on Tue Apr 7 2009

The Campaign for Commercial-Free Childhood would like to kick the King's butt now that the Burger King icon is selling kids' meals with an ad (and longer music video, shown here) that celebrates women's booties. In the ad, by Crispin Porter + Bogusky, which aired during the NCAA men's basketball championship and other programming on Monday night, the King is shown singing a remix of Sir Mix-A-Lot's 1990 hit "Baby Got Back" as women in short skirts shake their thangs. The joke is that the women have square butts (one even added a phone book to enlarge her bedonkadonk) in homage to SpongeBob SquarePants, the Nickelodeon character that BK joined forces with for a kids'-meal offer. The CCFC was not amused and plans to start a letter-writing campaign. "It's bad enough when companies use a beloved media character like SpongeBob to promote junk food to children, but it's utterly reprehensible when that character simultaneously promotes objectified, sexualized images of women," said CCFC director Susan Linn in a statement. Linn's got a point. It seems like a boneheaded move by SpongeBob, unless he's trying to put to rest the long-simmering rumors that he's gay.

—Posted by Todd Wasserman

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