CCFC to Nick and Burger King: SpongeBob and Sexualization Don’t Mix
The Campaign for a Commercial-Free Childhood (CCFC) has launched a letter-writing campaign demanding that Nickelodeon and Burger King immediately pull a new, highly sexualized, television ad for SpongeBob SquarePants Kids Meals. The ad, viewable above, features The King singing a remix of Sir Mix-A-Lot’s 1990’s hit song, "Baby Got Back” with the new lyrics, “I like square butts and I cannot lie.” The ad shows images of The King singing in front of women shaking their behinds for the camera intercut with images of SpongeBob dancing along
“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 Dr. Susan Linn, a psychologist at the Judge Baker Children's Center.
At one point during the ad, The King even measures the behind of one of the woman who has stuffed a phonebook under her dress. After the King informs children about the free SpongeBob toy they get with the purchase of a Burger King Kids Meal, the ad ends with Sir Mix-A-Lot—lounging on a couch with two female admirers—saying, “Booty is booty.” The ad ran during the NCAA men’s basketball championship and other programming last night.
“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.”
Added Dr. Linn: “Cartoon characters play a powerful role in the lives of young audiences. That Burger King and Nickelodeon would sell Kids Meals by associating a beloved, male character like SpongeBob with lechery shows how little either company cares about the wellbeing of the children they target.”
The Campaign for a Commercial-Free Childhood is a national coalition of health care professionals, educators, advocacy groups and concerned parents who counter the harmful effects of marketing to children through action, advocacy, education, research, and collaboration. CCFC is headquartered at the Judge Baker Children's Center in Boston. www.commercialfreechildhood.org/.