The Return of Objectification in Super Bowl Advertising amid Anti-DEI Movement

Since the 1960s, the Super Bowl has been a mega sporting event drawing millions of Americans annually. Packed stadiums, lively bars, households adorned with team colors, and oh, let's not forget the sexy women clad in bikini tops and shorts in advertising to promote the massive spectacle. 

The sexualization and objectification of women's bodies have been a mainstay of the event as advertisers have frequently relied on provocative advertising to build the hype around the sport and cater to largely male audiences. Widespread backlash temporarily made advertisers change their tune in how they represent women in Super Bowl promotional materials, forcing them to focus more on their products or services than women's bodies. However, as the US and many other countries are enveloped by 'anti-DEI' sentiments, will we see the return of misogynistic and sexist advertising on a larger scale?

In this article, we look at an ad released by the popular North American food chain Carl's Jr which has sparked controversy online for its regressive portrayal of women. We explore how the re-emergence of such advertising is symptomatic of the broader resistance to gender equality and DEI.

What's the Super Bowl and Who Watches it? 

For those who are unfamiliar, the Super Bowl is a yearly league championship game of the National Football League (NFL). The event evolved to become a major cultural moment for many Americans owing to the development of visual media, corporate patronage, and celebrity involvement. 

In 2024, more than 120 million people watched the match between Kansas City Chiefs and the San Francisco 49ers. Approximately 75 percent of people aged 18-34 watch the mega event annually and more than 50 percent of viewers are men. But last year, the event attracted its highest number of viewers who are women, and it is predicted that 62 percent of women in the US will be watching this year. 

Super Bowl Advertising: A History of Sexualization and Objectification 

Super Bowl advertising has long been subject to controversy due to its depiction of women. From women in bikinis washing a Bentley to tearing apart each other's shirts over a beer, women have been dehumanized and sexualized merely to promote the sport. Big brands such as GoDaddy, Miller Lite, Budweiser, and Carl's Jr have all employed women's bodies as objects to sell their products. 

Advertisers spend millions every year to have a 30-seconds spot during the major event, and those 30 seconds can leave lasting impacts on how people come to perceive and even treat women. A study found that Super Bowl ads featuring women dominantly leverage their sex appeal to market a product or service. Similar studies have corroborated such findings, highlighting that women are disproportionately sexualized and objectified in Super Bowl advertising, with an exaggerated focus on their breasts and legs. 

The sexualized and objectified nature of women's portrayal in Super Bowl ads can have negative effects, resulting in women's misrepresentation and the reinforcement of gender stereotypes. 

Carl's Jr as a Repeat Offender 

Founded 83 years ago, Carl's Jr has become a household name in the US. Today, it boasts branches in diverse parts of the world, including Asia, Europe, Africa, and South America. The fast-food giant is, however, no stranger to the production of controversial advertising. 

To attract customers to its mouthwatering dishes, it has used naked Charlotte McKinney walking around a farmer's market, Nina Agdal seductively consuming a burger on the beach, and Padma Lakshmi making out with a bacon cheeseburger, all of which emphasize women's 'sexy bodies' and contain sexual innuendos. Its Charlotte McKinney ad was particularly popular yet highly inflammatory when it was released, criticized for perpetuating sexist and misogynistic tropes. Yet, it seems the fast-food chain has not learned its lesson as it has once more come out with an ad that sexualizes and objectifies women's bodies. 

Its recent Super Bowl ad featuring well-known American influencer Alix Earle has already garnered significant backlash online. The ad, which is for its 'hangover burger', depicts the influencer in a red bikini top and a mini skirt walking around a neighborhood before showing her eating a messy burger. Users on X expressed their distaste towards the ad:

The right wanted to bring back their version of beauty and sexy. They were annoyed women of colour and other body types were being showcased more. This is a very concerning indicator of objectification, misogyny, and sexism becoming egregiously blatant and popular again. hypersexual heterosexuality being forced upon young boys is not good.

Sexualizing women for selling meat is a phenomenon I hate to see again

This is a textbook example of media objectifying women. Basically, Carl's Jr. is using sex appeal to sell burgers because capitalism knows that "hot girl + food = attention = profit" Instead of focusing on the actual product (the burger), the ad shifts attention to the model.

Carl's Jr abandoned the use of under-dressed women and sexually suggestive imagery in its advertising in 2017 following growing criticism after it released an ad of Kim Kardashian consuming a salad in a bathtub. What made them start using such regressive methods again? Could it have something to do with the proliferation of anti-DEI sentiments as far-right politics take the world by storm? With Donald Trump's election win, it is perhaps unsurprising that such an ad received the green light. It is entirely possible companies are starting to feel more comfortable in reverting to their old ways. 

Thankfully the ad didn't run during the game but on streaming and traditional services in certain markets. But that doesn't make it any less problematic and concerning. As we enter a sociopolitical climate that encourages misogyny and rejects notions of DEI, advertisers have a responsibility to be ethical and inclusive in how they represent women and other marginalized groups.