KFC apologises after 'sexist' advert where boys ogle young woman

21 January 2020, 10:48

EJ Ward

By EJ Ward

Fast food restaurant KFC has apologised after online criticism over a "sexist" ad in which young boys ogle a woman as she adjusts her breasts.

The chicken chain apologised after a woman's rights group hit out at the advert which generated social media backlash against the company.

The apology came after Collective Shout, which campaigns against the objectification of women, branded the advert sexist in its use of "tired and archaic stereotypes."

The 15-second video for KFC Australia, promoting the famous Zinger box features a scantily-clad woman leaning down to adjust her cleavage in the reflection of a parked car's window.

The advert features two boys ogling a woman
The advert features two boys ogling a woman. Picture: KFC

As she adjusts her top in a low-cut top, the window goes down and shows two boys staring, open-mouthed, as an older woman looks on disapprovingly from the driver's seat.

The younger woman is also pictured checking out how her bottom looks in a very short playsuit.

The advert has been branded sexist by a women's rights group
The advert has been branded sexist by a women's rights group. Picture: KFC

The window then rolls down to reveal an unimpressed mother and her two young boys who appear transfixed by the woman's body before she asks: "Did someone say KFC?"

KFC said: "We apologise if anyone was offended by our latest commercial. Our intention was not to stereotype women and young boys in a negative light.”

The woman appears unaware as she adjusts her top
The woman appears unaware as she adjusts her top. Picture: KFC

Melinda Liszewski, a spokesperson for the Collective Shout group, slammed the advert for pigeonholing young women as there to be solely "sexually objectified for male pleasure".

Ms Liszewski said the boys' are "helplessly transfixed" after being presented with the opportunity to "ogle a woman's body".

"Ads like this reinforce the false idea that we can't expect better from boys," she continued.

"It is another manifestation of the 'boys will be boys' trope, hampering our ability to challenge sexist ideas which contribute to harmful behaviour towards women and girls.

"The research is solid: attitudes shape behaviour," she continued. "A growing number of reports show how re-enforcing of gender stereotypes - including in advertising - contributes to a lesser view of women, resulting in their mistreatment."