What were they thinking? The latest Burger King ad for a Kids Meal featuring a SpongeBob Squarepants toy is a booty-shaking adaptation of Sir Mix-a-Lot’s famous musical salute to ladies’ rear ends. This is what the Campaign for a Commercial-Free Childhood has to say:

Nickelodeon and Burger King have reached a new low. They’ve partnered to produce a new, highly sexualized, ad for a Burger King SpongeBob SquarePants Kids Meal. The commercial, which ran during the men’s NCAA basketball championship last night, features The King singing a remix of Sir Mix-A-Lot’s 1990’s hit song, “Baby Got Back” with the new lyrics, “I like square butts and I cannot lie.” The ad shows images of The King singing in front of women shaking their behinds for the camera intercut with images of SpongeBob dancing along. The King even measures the behind of one of the woman who has stuffed a phonebook under her dress. After the King informs children about the free SpongeBob toy they get with the purchase of a Burger King Kids Meal, the ad ends with Sir Mix-A-Lot, lounging on a couch with two female admirers, saying, “Booty is booty.”

It’s harmful enough when a beloved media icon advertises junk food to children, but it’s utterly reprehensible when SpongeBob simultaneously promotes the objectification of women through sexualized imagery.

If you find this ad campaign directed at children offensive, the easiest way to express your views is by sending an email to Nickelodeon and Burger King via CCFC’s website.