Campaign for a Commercial-Free Childhood

Tell Nickelodeon and Burger King: SpongeBob and Sexualization Don't Mix

Nickelodeon and Burger King have partnered to produce a new, highly sexualized, ad for a Burger King SpongeBob SquarePants kids meal. The commercial, features The King singing a remix of Sir Mix-A-Lot’s “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 with images of SpongeBob dancing along. The King even measures the behind of one of the woman who has stuffed a phone book under her dress. Click here to view the ad.

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.

Please tell Nickelodeon and Burger King to immediately pull this ad off the air.

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May 24, 2013

Subject:

I am writing to ask you to immediately pull your “square butts” commercial for SpongeBob Kids Meals off the air. It’s bad enough when companies use a beloved media character like SpongeBob SquarePants to promote junk food, but it’s absolutely egregious when that character simultaneously promotes objectified, sexualized images of women. While the shock value of this ad may create publicity for your companies, it is harmful to children when a popular, male cartoon character like SpongeBob is associated with lechery. Please stop sexualizing women in order to sell Burger King Kids Meals—or anything else—to children. Sincerely,
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