Set to a remix of Sir Mix-a-Lot's famous ode to the well endowed, "Baby Got Back," and featuring girls in tight shorts dancing with the King, the ad certainly does sexualize SpongeBob. As the King sings about his love for square butts, and his desire to "get with" SpongeBob, ladies dance provocatively, shaking their phone-book-enhanced derrieres. At the end of the 30-second ad, Sir Mix-a-Lot appears lounging on a couch with two ladies and says, "booty is booty."
The ad was created by Crispin Porter + Bogusky, and aired during the NCAA men's basketball championship and other programming on Monday night. It has already come under fire from the Campaign for Commercial Free Childhood, who see the commercial as using sex to sell food to children. CCFC director Susan Linn said: "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."
"No parent watching a major sporting event with their children should have to worry about being assaulted by sexualized imagery," said Joe Kelly of TheDadMan.com, a CCFC Steering Committee Member. "Featuring SpongeBob in an ad like this is a new low. Parents who hope to instill values in their children like respect for women would do well to steer clear of Burger King and Bikini Bottom."
However, no matter what you think about it, the ad does accomplish its goal: people are talking, and they are talking about Burger King. BrandFreak calls it a "boneheaded move" by SpongeBob, "unless he's trying to put to rest the long-simmering rumors that he's gay."
Outcry just beginning over BK's square-butts ad for kids' meals [BrandFreak]
Burger King sexes up square butts for kids [AdFreak]
CCFC to Nick and Burger King: SpongeBob and Sexualization Don't Mix! [CCFC]