UFC Champion Ronda Rousey Stars In New Carl’s Jr. Campaign, Is Not Overly Sexualized
When we think Carl's Jr., we don't think burger and fries. No, sir! What actually comes to mind is scantily-clad, voluptuous women—pop-stars, models, and heiresses alike—doing suggestive things to fast food that might be better suited for a light porn flick.
And while this tried-and-true, controversial sexploitation marketing scheme has worked well for the American brand, it looks like Carl's Jr. is ready for a slight departure from its "sex sells" mentality—at least for one campaign, the latest which stars UFC champion fighter Ronda Rousey.
In what is a breath of fresh air from the fast food chain, Rousey's advert doesn't over-sexualize the athlete. While there's no denying that Rousey is a sexy and attractive woman, it's simply not the primary focus of the advertisement, which instead focuses more on "knockout" puns, Rousey's in-ring accomplishments, and the product it's actually trying to sell—the Cinnamon Swirl French Toast Breakfast Sandwich, which Ronda takes a big chomp out of with little, if any, sexual suggestion. And regardless of the ad's content, it's also just wonderfully refreshing to see a woman athlete being celebrated for her accomplishments and general bad-assery, not just her body, in any commercial media.
It's also a first for the Carl's Jr. chain, a brand which has become notorious for its racy commercials starring the likes of Paris Hilton, Kate Upton, and Kim Kardshian. Brad Haley, chief marketing office for the brand's parent company, CKE Restaurants, has said of the partnership, "We think Ronda's beautiful and she's hugely popular and just getting more popular all the time so she's absolutely a good fit for us."
Now let's hope other marketers will take a cue from this and begin to feature more diverse and extraordinary women in their advertising.
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