In a disappointing regression to outdated and harmful marketing tactics, Carl's Jr. unveiled a new Super Bowl advertisement campaign that flagrantly objectifies women. The ad features TikTok influencer Alix Earle clad in a red bikini, low-waisted mini skirt, and knee-high snake print boots, promoting the chain's "hangover burger" in a manner reminiscent of their notorious early 2000s campaigns.
This move not only undermines progress towards gender equality but also perpetuates damaging stereotypes that contribute to the systemic devaluation of women and girls.
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In 2015, we highlighted Carl's Jr.'s entry into the Australian market, expressing concern over their intention to employ sexually objectifying advertising strategies.
In a 2011 press release Carl’s Jr. stated: “We believe in putting hot models in our commercials, because ugly ones don’t sell burgers.”
We emphasised that such portrayals reduce women to mere objects of sexual desire, teaching men to view women as passive entities existing solely for their pleasure and instilling in women the harmful belief that their value is tied to their physical appearance. These messages contribute to a culture that normalises the dehumanisation and mistreatment of women.
The latest advertisement has rightly drawn criticism from media watchdogs, with Melissa Henson of the Parents Television and Media Council condemning the ad's "soft core porn" elements and noting that Carl's Jr. had previously recognised the flaws in this approach. The company's return to such tactics is not only regressive but also indicative of a broader cultural shift that seeks to reassert outdated and harmful norms.
“This is the new world with new rules and new rulers,” chief marketing officer of parent company CKE Restaurants, Jennifer Tate, told The Wall Street Journal of the Carl’s Jr. ad. “Alix Earle is a social media empress. Carl’s Jr. is having so much fun doing things other brands are too timid to do.”
Alix Earle, who has 7.2 million followers on TikTok, stars in Carl Jr.’s new Super Bowl-themed ads. Image source: WSJ
Tate’s statement is not only misleading but deeply troubling. There is nothing 'new' about reducing women to props for corporate profit. Repackaging sexism under the guise of modernity and empowerment does not make it any less harmful. Alix Earle may have influence, but that does not absolve Carl’s Jr. of responsibility for the messages they push.
This campaign isn’t about boldness or fun—it’s about a company once again prioritising profit over progress, knowing full well the damage this type of advertising causes to women and girls. If other brands are 'too timid' to do this, perhaps it’s because they understand that objectification is not a marketing strategy—it’s a social issue that must be eradicated. If their product was any good, they wouldn’t need sexism to sell it.
Research has consistently shown that sexually objectifying advertising has tangible negative effects. It reinforces harmful gender stereotypes, contributes to the normalisation of sexual harassment and violence against women, and adversely impacts the mental health of young women and girls by promoting unrealistic and narrow standards of beauty.
Carl's Jr.'s decision to revert to this form of sexist advertising is a stark reminder of the ongoing challenges in combating the sexualisation and objectification of women in media. It underscores the need for continued vigilance and advocacy to hold corporations accountable for the messages they disseminate and to promote a culture that values women for their full humanity, not just their physical appearance.
As consumers, we have the power to influence corporate behaviour.
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See Also:
Sexist Carl's Jr burger chain coming to Australia
How sexualisation and objectification harms women and girls: What the research says
Keeping women in their place: Objectification in advertising
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