Michael Andrews

ENC 1102

Joseph Cottle

14 April 2013

KATE UPTON

The video that I have chosen to discuss is a video actually banned after it was original

played during the Super Bowl. This video comes from the food chain known as Hardees. They

are known to have more sexual videos than most other companies. This one is no different in

that matter. They use sexual themes as well as some humor in order to sell more of their

product. So this is how Hardees sexy commercial demonstrates the point that these types of

commercials can show both a positive and negative aspects of both male and female’s sexuality.

The video takes place at a 1950s drive-in movie theater on a summer’s night. Kate Upton

is all dolled up in her polka dotted dress with a pink furry jacket. Then she pulls out the

perfectly made burger and then begins going to town on it. But the burger is a Southwest Patty

Melt which consists of jalapenos and spicy sauce and once Kate starts eating this burger she

starts to get really “hot”. Right in front of your eyes she begins to get more comfortable, taking

off her jacket which reveals some very nice cleavage, and she lets her hair down. Then we see

her move to the back of her car to have more room where the audience gets a close up of her skin

which is starting to sweat from the “super hot” burger and then after she continues to enjoy the

burger in a very sexy way. A funny part of this commercial would be that while she is doing

pretty much a strip tease, a man is at the drive-in with his wife looks over and can not turn away.

Then Kate Upton’s shadow appears on the movie screen. From this, the entire audience can she

what she is doing and the guy is still looking at her and once the shadow goes on the screen the

wife still looking at the screen pushes the man’s head back to forwards.

What is interesting about this commercial is the way that it starts to how it ends. It takes

place at a 1950s type drive in theater and Kate looks very conservative in her appearance. Since

back in the 1950s most women were very conservative in their appearance not showing too much

skin and being the “good girl.” But as the commercial progresses we see more of a modern view

when she starts taking her clothes off and brings in more of the modern version of women where

they are “free spirited” yet sexualized.

Why do they have a very attractive girl strip teasing at a movie theater eating a burger

you may ask? Well the answer is that in recent years it has been shown that sex sells. When a

man is watching this commercial and see Kate Upton eating this burger, it makes him want to go

out and get one himself. Yes, that what the target audience of these sorts of commercials are,

lower teens to middle age men. Hardees does a good job with these commercials and keeping

them normally about sexual topics. Hardees knows that men are the more likely going eat their

products due to the modern trend for women to be health conscious.