KFC advert showing boys staring at woman’s breasts branded ‘sexist’
The fast food giant apologises “if anyone was offended” after campaigners say the advert reinforces the “boys will be boys” trope.
Tuesday 21 January 2020 13:53, UK
Fast food giant KFC is in hot water after its latest advertising campaign was branded “sexist” by campaigners.
The TV advert in Australia for the restaurant’s Zinger Popcorn meal shows a woman using a car window to adjust her bra, before two young boys wind down the window and stare at her, as the camera switches to her cleavage.
Initially looking embarrassed, the woman then smiles at the boys and says: “Did somebody say KFC?!”
The scene then switches to a group of people eating KFC food at a festival-type event.
The clip, which has been watched more than 43,000 times on YouTube, has faced a backlash from a group called Collective Shout, which said the advert was a “regression to tired and archaic stereotypes where young women are sexually objectified for male pleasure”.
The group, which campaigns against the way in which women are objectified, added: “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.”