|After 50 Years, the Era of Objectification in Super Bowl Advertising is (Hopefully) Over
By: The Drum
The Super Bowl of two years ago may be remembered as the most-watched television broadcast in US history – at least prior to Super Bowl LI – or for the Patriots’ most recent Super Bowl win, or for the questionable call with just seconds remaining that blew Seattle’s last chance to score and resulted in said victory. On the other hand, it might also be remembered for being the last year where we saw a commercial like Carl’s Jr.’s spot for its All-Natural Burger featuring Charlotte McKinney.
In it, the self-described “[curvy] bombshell with big boobs” appears to be shopping naked at a farmer’s market, allowing the brand to make puns galore about going all natural, as well as to liken her posterior to a pert tomato – which even gets pinched by a lucky vendor. It also drew a parallel between her ample bosom and a pair of melons before the big reveal, which was that, of course, she was wearing short shorts and a bikini top all along.
GoDaddy was another longtime offender, but, to be fair, has recently changed its tune. But it’s not hard to find plenty more examples of outright sexist Super Bowl ads from brands like Teleflora, which enlisted model Adriana Lima to remind guys that girls who receive flowers on Valentine’s Day are more likely to put out; Chrysler, which laid out in excruciating detail the nearly infinite ways in which women are nagging harpies; and Miller Lite. It onceshowcased two beer-drinking women who forgot to button their shirts up all the way and got into a physical altercation because they couldn’t agree on the beer’s best feature and – spoiler alert – ripped each other’s clothes off in both water and wet cement because the writers weren’t clever enough to come up with a valid excuse for them to tumble into a mud pit. In the end, it turned out to be the fantasy of two barflies as their horrified female companions looked on, but, really, that latter detail was Miller throwing female viewers a bone as it high-fived the red-blooded American males in its target demo.
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This article was published by The Drum. A link to the original appears at the end of this post.
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