Offender: Burger King
The Offense: The ad promotes a new sandwich suggestively positioned in front of the profile of a young woman, mouth agape (though clearly not prepared to bite), with the word “BLOW” in notably large font beside it and the name of the sub—”BK Super Seven Incher”—below.
NOW’s Analysis: Burger King first came onto the Media Hall of Shame radar with their highly suggestive ad campaign featuring SpongeBob SquarePants and a tailored version of Sir Mix-A-Lot’s “Baby Got Back,” which sexualized the square butts of the scantily clad women in the video. Now, Burger King continues to objectify and hypersexualize women by putting a model—who has the carefully crafted appearance of a blow-up doll—on the receiving end of its latest all-beef, mayo-oozing sandwich.
The more subtle small print reads: “Fill your desire for something long, juicy and flame-grilled with the new BK Super Seven Incher. Yearn for more after you taste the mind-blowing burger that comes with a single beef patty, topped with American cheese, crispy onions and the A.1. Thick & Hearty Steak Sauce,” while the large print speaks for itself: “IT’LL BLOW your mind away;” “It Just Tastes Better.” The repetitive pattern of such highly suggestive terminology makes it clear that the elements of the ad are not a coincidence twisted by gutter minds—BK is clearly establishing a habit of misogynistic advertising.
Though the ad as of now is only running in Singapore, the English text and pale tow-headed model can’t help but suggest Singapore may be a test run for an ad looking to come to the states.
Jess Hobbs, NOW Communications Team