Okay, so I’ll admit that I absolutely love Spongebob and I am a huuuuuge fan. So when I initially saw this commercial I thought it was quite hilarious:
But it’s really just another way of using humor to normalize sexism and the hypersexualization and objectification of women. When you see this, you’re supposed to just laugh it off and be like oh, it’s just Spongebob, nothing serious. And that is exactly its power – that it disguises itself as just a cute and innocent laugh.
Also notice the prominent yellow 99 sponge-like thing in the back which is supposed to advertise Burger King’s cheap food. It is obvious that this commercial is targeting lower-income people of color. Poor people of color tend to eat fast food the most because it is cheap and quick. They do not have access to nutritionists or the income to buy their groceries at Whole Foods. Here again we see that food and access to healthy, nutritious food is clearly a class issue. And because class is so closely tied to race, it is also a race issue.
Using Spongebob to market Burger King is also supposed to mostly appeal to children who watch Spongebob, and it’s not surprising or novel to have a hypersexualized commercial that commodifies female bodies geared towards children. And is the immense amount of female booty shaking really necessary?
Besides, the Burger King guy dancing is just plain creepy. Especially when he just goes up to one of the dancing women and measures her butt. This also demonstrates how men feel like they are entitled to female bodies and the idea that a woman’s body/sexuality isn’t hers to own but instead is up for grabs.