The founders of Beauty Redifined, twin sisters and holders of PhDs from the University of Utah, are inviting the burger-eating public to #cutthecarls.
The media campaign is in response to long-running Carl’s Jr., ads, featuring bikini-clad starlets and models in suggestive poses while eating Carl’s Jr. burgers.
“They are just pushing the boundaries, and they are doing it blatantly,” co-founder Lexie Kite told the Associated Press. “They are only getting more and more sexually objectifying. We know as well as anybody how much harm this does to men, to boys, to girls, to women, to relationships. It’s time to speak up.”
Carls Jr., owned by CKE Restaurants Holdings, Inc., has previously been criticized by the Parents Television Council for the content of their racy ads, which are designed to appeal to young men. The company has also come under fire from pro-choice groups for founder Carl Karcher’s funding of anti-abortion activities.
Carls Jr. has issued a statement defending the ads, which have featured Paris Hilton, Kim Kardashian and Kate Upton among others.
“The women in our award-winning ads are intelligent, talented and beautiful professional actresses and models. We have only the greatest respect for women and their contributions to society at all levels in business, at home and in the community,” the company wrote.
In a 2011 statement the fast food chain said “We believe in putting hot models in our commercials, because ugly ones don’t sell burgers.”
Both men and women took to Twitter to support Beauty Redefined's social media campaign under the hashtags #cutthecarls and #morethanmeat.
On their website, sisters Lexie and Lindsay Kite describe the media objectification of women as “a public health crisis.” They acknowledge that Carl’s Jr. isn’t the only corporation that uses sexualized depictions of women to sell product.
“Sure, Carl’s Jr. isn’t the only one out there pulling this sort of crap, but why not start by pushing back against a company run by guys like Andrew Puzder who are brash enough to combine women and meat and feed it to us like we’re animals.”
You won’t find a paywall here. Come as often as you like — we’re not counting. You’ve found a like-minded tribe that cherishes what a free press stands for. If you can spend another couple of minutes making a pledge of as little as $5, you’ll feel like a superhero defending democracy for less than the cost of a month of Netflix.