Popular toy line may be first project for Hasbro and Discovery's upcoming cable channel.
Burger King and that SpongeBob Commercial
I’m somewhat glad my kids are well in their teens now (could do with less back-talk, but you can read about this issue on my blog www.mamarazziknowbest.com), and that we survived the turbulent downward spiral of television programming for families.
We can now cautiously sit together through a few shows and commercials, and seldom have to cringe or change the channel due to inappropriate content during prime family TV time.
Today, when an ad for a man’s medical condition runs while my men are watching a golf tournament in the middle of the day on a Sunday, we just raise an eyebrow and silently wait until the uncomfortable moment passes -- knowing full well both kids know exactly what the couple in the ad went to do when they left the kitchen dancing.
In spite of their ages, 14 and 17, and related perceived sense of maturity by Hollywood, here’s the latest thorn in my side: the Burger King ad featuring SpongeBob SquarePants and a bevy of booked-from-behind dancers shakin’ it to Sir Mix-A- Lot’s "Baby Got Back." If you’ve watched American Idol, Nickelodeon or Disney Channel lately, then you’ve no doubt caught the booty-riddled commercial.
While we do enjoy a clever commercial (though there aren’t many these days), I’m going to put this out there in case anyone else is raising an eyebrow too: What’s the ad really for? Is Burger King going to sell square hamburgers, or is SpongeBob going to get some booty? To boot (pun intended), is the King supposed to be the bootilicous dancers’ pimp?
I can’t seem to understand what burger exec approved this ad thinking it was tasteful. The controversy over this commercial has been going on for a few weeks, and according to BK, the ad intended to target adults. Yeah, right. I watch the sponge everyday, and I’ll certainly rush out to buy that kids meal to get my hands on the square toy ASAP, sans my kids.
In a similar desperate move, Hasbro and the Discovery Channel are said to be teaming up to launch what would essentially be a kids QVC channel, with shows based on familiar toys, incessantly pushing products to kids. Remember Tonka, My Little Pony and G.I. Joe? Well, say hello to these household names because if this deal holds up, they’ll be visiting your living room in living color 24/7.
I understand ad revenue and toy sales maybe in short supply these days, so it might be time we parents prepare ourselves and re-arm our TVs with mute and fast forward buttons so we can skip what could soon become the new ad trend: Kid’s cartoon characters paired with adult music to appeal to the whole family.
What’s next, teen-aged Dora the Explorer wearing her short shorts to the mall’s food court ... to by a BK Kids meal?
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Jessica Says
Parents and kids don't have a chance against the onslaught of manipulative advertising by Nickelodeon at all. free games
gemolo Says
but very delicious burger king.
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J.Sheehy Says
First of all, you seem to be either ignoring or completely missing a few very relevant points.
Most importantly, this ad IS aimed at adults. Namely parents and/or young adults who both watch sponge bob and remember (or at least know of) the original song by Sir Mix-A-Lot from the early 90s.
How is this you may ask?
*Last time I checked, children (the ones young enough to be "morally ruined" by this TV commercial) don't buy their own Kid's Meals at Burger King or any other fast food restruant. Is it not the aim of an advertiser to target those with the MONEY?
*If you noticed, the commercial in question also states that this "kid's meal deal" only applies with the purchase of a standard ADULT combo meal.
*The programs on which this commercial airs have demographics in the teens and above. Just because it happens to air at 1 in the afternoon does not mean that are or should be watching the program at hand. Just because MTV's Road Rules Marathon is on while your 8 year old is home does not mean they should be watching it.
*If you bothered to watch Sponge Bob, or do research on it (as I did since I too do not watch it), that specific cartoon is full of double entendres and innuendo. Jokes which on the surface (which is all basically any child will pick up on) are stupid and funny, yet on a more "mature" level (I use the term loosely here) it has an entirely different meaning. This (and drug use) is a reason why so many teens and young adults watch Sponge Bob.
The very same can be said about this commercial. If you are old enough to get the Sir Mix-A-Lot reference you are probably old enough to not "emotionally scarred" by it as well... and if your 8 year old child does happen to get the commercial in all of its entirety, it seems to me that you have much bigger issues to deal with concerning your kid (including the fact that they obviously obtained this worldly knowledge from somewhere other than a BK commercial).
Furthermore:
A) The "BK King" in that commercial is parodying the actual video from the actual 1992 song "Baby Got Back". This in no way is supposed to even resemble a "pimp". I don't recall the back up dancers performing tricks or the "King" collecting monies from said dancers. I suppose you might realize this if you had bothered watching the actual music video instead of basing your assumptions off of a 30 second TV ad parodying it.
B) I do believe that the cartoon character (and the name of it's show) is Sponge Bob SQUARE PANTS. Now, I wonder what one could infer from that name and title? Perhaps that his butt has 90 degree corners? Could that in ANY way be part of why a young child would find this character funny (at least at the onset)?
And if so, could that also mean that this kid could find the same crude humor funny if that child's respective parents didn't control what he/she is watching on television, and nothing more? Let us completely ignore the fact that the dancers with the "square butts" are also dressed like Sponge Bob and that a phone book shaped derier isn't sexualized in any way.
NAY, Burger King and Nickelodeon are not the bad guys here. It is the parent(s) which pass the blame buck onto them which needs to be held accountable. If you insist on keeping your child sheltered in a bubble until puberty or beyond, and don't talk to them when the inevitable happens (in this case, perhaps asking them what they think the commercial is about and basing your response appropriately to their answer) then you are the one who needs to get a grasp on the realities of life.
its a cruel world, raise your child accordingly.
luis Says
Suzette...
Puhleeez...get all concerned about something more important from a moral point of view...Geez, is that your toughest dilemma???
Tom2009 Says
Parental responsibility - change the channel, don't expect or wait for the government to do it for you.
L.A. Story Says
Nice post. Seriously, what point is BK making my mixing SpongeBob with women's backsides to sell kids' meals of all things?!
Maybe they're trying to say they like SpongeBob himself, but why bring in the women? And the last "Booty is booty" statement is just gross.
I think Lizzie Who makes a great point about discussing these kinds of issues with your (age-appropriate) kids. Would be interested to know what your teens thought.
Lizzie who Says
Cory O'C -
Not buying advertised products, turning off shows that advertise in ways a parent deems inappropriate and educating children about advertising claims are three of the best antidotes to the commercialization of children.
Turn off the TV and take your kids for a walk. Record programs that your children want to see and FF through the offending commercials or better yet watch the ads and discuss them with your children.
Parent actively and positively. Parents are still a child's first and best role models.
Cory O'Connor Says
Parents and kids don't have a chance against the onslaught of manipulative advertising by Nickelodeon et al. Suzette, if you feel strongly enough about this, please get behind Dr. Susan Linn and the Campaign for a Commercial Free Childhood. They need your help.
Lizzie who Says
At the end of the day it all comes down to the parent - either let your kids watch and discuss it with them or turn off the TV.
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