We are all aware of the obesity epidemic that is taking over the United States, and the world, too. It is affecting children more and more, as lifestyles have become more sedentary in general. There is no doubt that fast food has been a major part of how we as a culture got where we are, but even as popular outlets like McDonald’s and Burger King try to improve their health image with new menu options that cater to a different crowd, Hardees and Carl’s Jr. (which are owned by the same company) continue to pitch greasy, conventional fast food fare as glamorous and…sexy.
We all know that sex sells, but a recurring line of Hardees and Carl’s Jr. commercials take it to the max. Kim Kardashian and Paris Hilton have already taken part in these commercials in the past, which are very racy ads that feature the scantily clad starlets scarfing down ridiculous large, greasy, and calorie and fat-laden burgers in the most suggestive way imaginable. Now, the masterminds behind this ad campaign have landed their biggest fish yet. While Kim and Paris are pretty damn famous in their own right, still, landing Sports Illustrated-cover gracing Kate Upton is a major stepping up to the big leagues for Hardees and Carl’s Jr. Kate’s video follows the usual formula — a sultry gorging of a jalapeno-filled cheeseburger bigger than her waist while clad in an over-the-top sexy outfit and continuing on to consume the cheeseburger in a variety of, what’s the word, poses.
The campaign’s target is kind of clouded. The obvious one is guys. Guys, guys, and more guys. The Kate Upton commercial is already showing signs of being a viral hit on the Internet, but what is the real message that is being purveyed here? And how does it affect children that view it? Do those impressionable minds really equate Kate Upton’s enviable body for the results of sucking down Hardee’s jalapeno cheeseburgers?
If you really think about it, the ads are obviously targeted at guys predominantly, and what are they supposed to make guys want to do? No, not that…get your mind out of the gutter. It’s supposed to make you want to stop in for a jalapeno cheeseburger, and as sweat breaks out on your forehead as you eat it (not to mention your briskly accelerating blood pressure), you can remember Kate Upton writhing around eating the very same specimen. However, guys are the ones that have the most risk of cardiovascular disease, hypertension, and various other health problems that Hardees is definitely not helping but contributing to. They are literally using Kate Upton to try to suck you in to your death.
Anyway, here’s the advertisement. Does it make you want a cheeseburger?