Peloton isn’t the only company to ignite outrage over a “sexist” commercial recently.
KFC Australia found itself in the social-justice skillet after critics read its latest ad as objectifying women.
The 15-second commercial depicts a woman checking out her breasts and butt in the reflection of a car window as she adjusts her romper. But she’s not the only one taking a gander — the window rolls down to reveal two boys gawking at her while their mother looks on disapprovingly.
The quick-thinking woman asks the family, “Did someone say KFC?” — a viral tagline used to defuse awkward situations in past Aussie KFC commercials — before the clip cuts to the woman enjoying fried chicken at what looks like a music festival.
Needless to say, the commercial drew ire from Australia-based anti-objectification advocacy group Collective Shout, reports the Guardian. In a statement issued Tuesday, spokeswoman Melinda Liszewski called the ad “a regression to tired and archaic stereotypes where young women are sexually objectified for male pleasure.”
She added that studies show that enforcement “of gender stereotypes — including in advertising — contributes to a lesser view of women, resulting in their mistreatment.”
The chicken merchant has since apologized for the ad, saying in a statement to the Australian Foreign Press: “We apologize if anyone was offended by our latest commercial. Our intention was not to stereotype women and young boys in a negative light.”
KFC has not said if it will pull the ad from local TV stations, and it was still up on the brand’s YouTube channel on Tuesday afternoon, although comments have been switched off.
Last month, Peloton was skewered over a now-infamous advert depicting a man giving his already-superskinny wife a stationary bike so that she can lose weight. The cringe-worthy commercial spawned parodies and memes, and propelled the actors to internet stardom.