A question of audience, or "How children end up with Mr. Crabs... down there"

If you have been to a karaoke bar in the past 10 years you will understand that Sir Mix-a-Lot's "Baby Got Back" is one of the most important cultural anthems of our day. The message is clear (he don't want none unless you got buns, hon.) The argument is well made and honest (after all, he CANNOT LIE.) The song's adult themes and booty-shaking video sent a generation all atwitter with its never-subtle innuendos. Through careful licensing and media placement the song has stayed a perennial favorite.

The most recent adaptation of the song is for Burger King:





Do I need to even mention that parents’ groups are unhappy about this ad? Obviously anytime you use a combination of raunchy sexism and beloved children's cartoons you are going to put bees in someone's bonnet.

But the real thing I want to talk about here is the question of audience. I'm all for Commercial-Free Childhood. They do fine work. But they've missed the point on this one.

This commercial wasn't ever meant for kids. Yes, it's ultimately advertising a Spongebob Squarepants kids’ meal. Yes, it features clips from the Spongebob show. And yes, the commercial was co-produced by Nickelodeon. BUT—and this is most assuredly a big but(t)—this commercial is entirely directed at late 20- and early 30-somethings who have kids.

The punch line comes from an awareness of the source material, not the song itself. The new version of the song is self-referential mockery, going so far as to state unequivocally "Spongebob, I wanna get with ya/ 'Cause you make me richer." It's not about laughing at what’s being sung, it's about laughing at why it's being sung that way. The immature mature allusion of the modern comedy landscape has come to the burger kingdom: serfs and fry cooks beware!

The commercial is in high rotation during late night comedy shows like Letterman, The Daily Show, South Park, and Adult Swim, the kind of TV places where children fear to tread (or at least are dissuaded from watching, assuming their parents are well reasoned adults with a modicum of good judgment.)

And let us not let Spongebob himself off the hook. That little guy is almost as big a stoner hero as Jeff Spicoli. His appeal to the 18-35 male demographic is strong. The landscape of Bikini Bottom is just the kind of mellow psychedelia that doesn't harsh on anyone but reminds you there's fun to be had. The show is essentially a grand advertisement for hanging around with your dumb friends and eating burgers. Spongebob Squarepants is at its worst a weird greasy kid show, and at its best the Sistine Chapel of good times.

After a thoroughly unscientific experiment, wherein I spent the morning/early afternoon hours watching 5 children's cable networks, I get I didn't see the ad once. I did sit through way more "Yo, Gabba Gabba" than is probably safe for an adult of my age.

Sure. This commercial is puerile and, perhaps even a little lewd, but it isn’t trying to corrupt the younglings. Burger King has produced an ad spot that is perfectly in tune with the modern standards of comedy entertainment. Good comedy is always going to push someone's buttons. While I'm not going to hold up this commercial with the likes of Carlin or Hicks or Bruce (it's not even cut from the same cloth), this commercial exists only because of the groundwork those luminaries paved. Comedy is rough sometimes, and that's often what makes it funny. If you’re all that concerned, wear a helmet while you eat your kids’ meal.