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When it come to hawking junk food — from soft drinks to breakfast sandwiches — ad companies often see fit to target men. Back in October, folks were buzzing about AMP energy drink's iPhone application, "Before You Score," a social media tool that let dudes share their sexual exploits on Twitter and Facebook (you know, like a modern-day "Dear Penthouse"). Now, it's all about Burger King's Shower Babe.
The British ad campaign includes a Web site targeted toward men 18 and older that features a daily video billed as "the world's first guilt-free shower-cam." Just click play to watch a tone-deaf girl in a bikini "shake her bits to the hits." Each day, viewers can also vote on what song the little lassie will sing tomorrow and what bikini she will don (I voted for "You're So Vain" and the saucy lil' number with the fried eggs on the top).
There's been much muttering in the blogosphere about the decidedly misogynistic nature of the ad campaign, to which a Burger King spokesman responded: "Our research showed that breakfast is a male-centric audience for Burger King; it doesn't resonate as well with women — we are targeting the people who are buying breakfast."
Sarah Power, marketing director U.K. and Eire for Burger King added to this sentiment in a statement: "Our shower-cam gives hungry Brits the chance to watch the BK Shower Girl singing in the shower every day to help them work up an appetite for our fantastic new breakfast range."
While the claim that women don't dig breakfast is rather dubious, BK stuck to their guns in making this campaign as male-centric as possible. The Web site also features a contest, the grand prize, of course, being a date with the Shower Babe. Runners-up will receive a case of "proper man toiletries," including the infamous Burger King Flame cologne (which smells like meat. Yum).
While some may find the very existence of the Shower Babe to be an affront to decades of progress (see the below audition video for even more anger-inducing fodder), the campaign is most likely going to achieve its end: Reaching as many eyes as possible. That is, of course, if it doesn't meet the same fate at the "Before You Score" app.