KFC has been slammed by feminism groups after their new advert showcases young boys staring towards (non-chicken) breasts.
The TV advert was shown in Australia, hoping to promote their famous Zinger meal. It sees a young woman using the reflection from a parked car window to adjust her cleavage. This is followed by the window rolling down, revealing an unimpressed mother – whilst her two young sons are staring, almost drooling.
The woman then smiles and asks, ‘Did someone say KFC?’ This is a catchphrase used by KFC for their bucket ads. The camera then cuts to a group of people consuming KFC at a festival-style event.
A group called Collective Shout, has said that the advert was a “regression to tired and archaic stereotypes where young women are sexually objectified for male pleasure.
“Ads like this reinforce the false idea that we can’t expect better from boys. It is another manifestation of the ‘boys will be boys’ trope, hampering our ability to challenge sexist ideas which contribute to harmful behaviour towards women and girls.
“The research is solid: attitudes shape behaviour. A growing number of reports show how reinforcing of gender stereotypes – including in advertising – contributes to a lesser view of women, resulting in their mistreatment,” the group said.
Social media has also seen some backlash aimed at KFC, with one user posting “Absolutely disappointed at KFC for allowing their marketing team to take this angle.”
“I saw this add and tuned off because it was typical objectification. But when the window went down I nearly threw up!!” one woman stated.
KFC decided to issue a response following the instant backlash: “We apologise if anyone was offended by our latest commercial. Our intention was not to stereotype women and young boys in a negative light.”
Despite the criticism, some people across social media decided to see the funny side and not take things too seriously – with the advert being labelled “funny” and “brilliant.”