Would You Like Some Cleavage With Your Burger?

Every year in the United States, there’s this national holiday that rolls around called: Super Bowl Sunday. Half of the people at these household Super Bowl parties are there to see two NFL Football teams go at it for glory, in fierce competition. The other half of the partygoers are there to… well, see the commercials.

Last year, companies spent a whopping 8 Million dollars for a 60 second commercial during Super Bowl programming, while others spent 4 Million dollars for a 30 second one. These companies know that there are going to be tens of millions of people watching their flat screen TV’s all across America, so they are willing to invest big money during prime time, in order to market their products in creative and humorous ways.

A few years ago, I was at one of these parties and during a timeout, a certain commercial started being shown. There was a delicious looking bacon and cheese hamburger, with two meat patties, being magnified on the screen. I literally began to drool at the sight of this thing, wondering where I could get one. Then after a few seconds, the camera zoomed out and revealed someone holding the burger. Sure enough, it was a very attractive woman, who was wearing a bikini and eating that burger like she was intoxicated by it.

Here is what happened in the room at this point during the commercial: 1. Moms began to cover the eyes of their children, 2. The other women started saying, “This is so gross”, while their boyfriends or husbands half-heartedly shared their sentiments while they continued watching distractedly, 3. Some of the men had no shame and their eyes and imaginations were glued to the TV, like moths to bright light. For a moment I found myself a bit dazed and confused as to why this woman’s body was sharing the screen with the burger I had coveted so badly a few seconds ago. And then it dawned on me as I came to my senses: “Carl’s Jr. literally thinks I’m going to fall for this garbage?!”

It’s no mystery that sex sells. It sells a lot. And it traps unsuspecting men (and women) to buy into a huge lie. Namely, we’re taught as a society to reduce women into OBJECTS. Not people with minds, hearts, souls, hopes, dreams, and aspirations… Nope, just objects to lust after. And ultimately, what is Lust? It’s using another person for our own selfish gratification. And what’s the harm in that? The harm is in the fact that no person should ever be used or treated like an object, for their body parts. Rather, they should be afforded the God-given dignity and respect they deserve (even if they don’t ask for it themselves), because they have been created in God’s image and likeness.

You see, the advertisement executives at Carl’s Jr. were probably thinking this while they were coming up with this commercial:

“Hey there America! Where the fellas at? We know you love bacon! We know you love burgers and cheese! What’s more American than that? We know you like women and sex too, so here’s our lovely model whose name is… Actually, who cares about her name! Here’s her body instead! You like what you see, don’t you? You’re welcome. Enjoy. You guys are so dumb, and you make us filthy rich. See, as you’re watching our commercial, you are associating the sexual feelings you have towards our bikini model, with our double bacon cheeseburger. So every time you drive by our restaurants and franchises, you’re going to be reminded of your sexual stimulation, and at the same time, will want to buy our combo meal. So cheers to you, Stupid! All we do is flash you body parts, and you reward us with your business and appetite. Have some fries with that, a soft drink, and come back again!”

How far we have fallen, gentlemen. We shouldn’t be entertained by such petty advertisements. Instead we should be insulted… Twice. Once: because someone’s mother, daughter, or sister is being degraded as a sexual object, and gawked at by men around the world, for the sake of amusement and selling burgers. Twice: because people think we are so pathetic, we have no control whatsoever over our sexual appetites… Like untrained animals. Here’s a challenge for you to prove them otherwise: Don’t eat at Carl’s Jr. anymore—or any establishment that degrades women for the sake of profit.

“But I tell you that anyone who looks at a woman lustfully has already committed adultery with her in his heart.” ~Matthew 5:28

Men… Brothers… wake up.
IMG_0824_2Paul J. Kim is an International youth speaker, vocalist, and beatboxer. He presents and performs full time, sharing his love for Christ via music, comedy, and inspirational talks. He has released two music albums entitled “The World Sings” (2013) and “Run Fly Fall” (2009), and has been featured at NCYC, the Steubenville Summer Youth Conferences, and the Spirit in the City Festival in London, UK. His background includes a Masters in Marriage & Family Therapy (Hope International Univ.), a Philosophy Degree (Franciscan University of Steubenville), and over a decade of experience working in youth ministry. Paul resides in Southern California, with his wife, Maggie. Visit Paul’s website at www.PJKmusic.com.



  1. Thank you for writing this! Now a days I, as a female, am hurt to see 1. Men objectify women’s bodies 2. Women objectify men’s bodies 3. People letting this happen! Honestly, I don’t think a lot of people recognize this as a problem right off the bat because they’re like ” its just a commercial”. However, when the truth comes out and we are told of this objectification going on, people start to understand. Thanks for shedding light on this issue!

    By Hannah Pavalko | 7 years ago Reply
  2. Very hilarious and well written ! Keep going! I am also a couple and family therapist in Spain !

    By Angela | 7 years ago Reply
  3. I’m not saying this is a bad article at all. It’s refreshing to hear someone addressing men from a male perspective. However “Once: because someone’s mother, daughter, or sister is being degraded as a sexual object…” encourages the thought process of men being unable to respect a woman for being solely a person. Women don’t have to be associated with men in order to be important.

    By Mary | 7 years ago Reply
  4. Good post except for one point: when you say that we should be insulted twice, your first reason is that the model is “someone’s mother, daughter or sister.” We should be insulted because she is SOMEONE, a human being created in the image and likeness of God who is being used. To say we should be ashamed of using someone’s relation is to say that people only have value in their relational context. People have value because they are people.

    By Mel | 7 years ago Reply
    • People generally (if there is any good in them) don’t consider their family members in terms of sexual attraction, so it seems a bit more natural to see their beauty as personal. The real problem many men (and vain and immodest women) face, is that they are taught by our society that the attractiveness of women is due to the fact that human beings are part animals
      and are controlled by stimulated chemicals, or in other words, simply because they are females. FALSE! Women are attractive because God formed them BEAUTIFULLY! It has nothing to do with perverted sexual lust.

      By Gabriel | 7 years ago Reply
  5. Thank you Paul J Kim!! This is awesome. You are awesome!

    By Superfish1507 | 7 years ago Reply
  6. You did fall for it. You fell for it so hard you wrote a blog about it and advertised FOR THEM! You may not buy a burger from them but how many people read this blog then went straight to YouTube to watch the commercial? Then went to Carl’s and bought one. And to think they didn’t even have to pay you the millions they payed for their Super Bowl ad. Good job!

    By Steve | 7 years ago Reply
  7. Well said. Carl’s Jr. has had a number of adds over the years similar to the one you described in your blog.

    By Steven Tew | 7 years ago Reply
  8. Men are not taught by society to objectify women. We are hard-wired to do it. Every straight man has those experiences of having their brain hijacked, at least a little bit, by a beautiful woman’s looks whenever one is around. And as a (alleged) straight man, you know that too. Once people get to know each other, they usually see each other more personally. But at the base of our sex drives, men see women as objects and women see men as lottery tickets. The really sick thing is that since a man’s sexual attractiveness to women is based much more on personality, women are the ones who don’t have to put up with having the basis of their sexuality shamed by most people. But good little repressed white knight. Go ahead and lie so your wife won’t nag you.

    By John | 7 years ago Reply
    • There was a study that found that the ocxytonin levels in men are highest when a man has sex with a loving wife, but with any other sexual stimulus(pornagraphy, prostitution, etc.), the levels hardly increase. (accordingto an interview with David Carder in the book “31 Days to a Happy Husband”, by Arlene Pelicane).Ocxytonin is produced by the body in social bonding and is necessary for sexual satisfaction. The point is, that men desire the love of a beautiful woman, not just to have their thirst quenched.

      By Gabriel | 7 years ago Reply
  9. John,
    While it is perhaps true that as men we are hardwired to notice the physical attractiveness of women more than their personality (initially anyway) that in no way means it is acceptable to allow our baser insticts or desires to rule our minds and actions. These desires are good if properly directed. It would be difficult to keep the human race in existence if men and women were not physically attracted to one another after all. The idea that we are morally free to follow these desires to the point of denying another person their God given dignity and worth as a whole person simply because we have them, is irrational. Might as well lower us all to the level of animals, state we have no ability to authentically love other people, and admit we have no reason and control over our minds and hearts. The desires of our hearts are to be led by our reason. I will pray that God gives you the grace to see His perfect plan for how men and women should relate to, value, and love each other.

    By Thom | 7 years ago Reply
  10. Three words:YOU ARE WRONG

    By Stephanie | 7 years ago Reply

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