Picking a fight with SpongeBob?
But eyebrows have gone up a bit higher than usual over a current promotion for a children’s value meal called the 99-cent B.K. Kids Meal, which features SpongeBob SquarePants of Nickelodeon cable TV fame. Because the offer requires the purchase of an adult value meal at the same time, Burger King is advertising the Kids Meal to adults in a campaign with an adult approach.
The campaign includes a television commercial featuring the irreverent King character, who appears in many adult-themed Burger King ads, and a version of the song “Baby Got Back” by Sir Mix-A-Lot. There are dancing women sporting square-shaped rear ends in tribute to SpongeBob; the rear ends are wiggled and wriggled during the spot.
An organization called the Campaign for a Commercial-Free Childhood has castigated the campaign, calling it “highly sexualized.”