Thousands of mothers have signed a petition calling on Nestle to pull their Kit Kat "Reverse Break" ad, which they say is filled with "sexual innuendo.”
A petition started by OneMillionMoms.com highlights the 15-second Kit Kat ad featuring a clip of the song "Work It" by Missy Elliott. The petition, which has garnered over 8,000 signatures, calls on Nestle to pull the ad due to the sexual innuendo in the lyrics, noting that children consuming the ad will likely be repeating such suggestive lyrics. They also call on Kit Kit to put a stop to “inappropriate marketing campaigns.”
The petition describes the ad as follows:
"The inappropriate song playing in this commercial is called 'Work It' by artist Missy Elliott and has no place in a candy bar commercial. This song is about sex, and the lyrics are extremely offensive. The song includes a word for male genitalia that is bleeped out by an elephant trumpet: 'If ya got a big (phrrrrr), let me search it.' Everyone knows children repeat what they hear.
The focus of the commercial is the sexual message and not the product itself. The advertisement shows an unwrapped candy bar and briefly includes their logo at the end, but not once is KIT KAT audibly mentioned during their irresponsible commercial."
Supporters of the petition sign on to a statement that vows to boycott Kit Kat products until the ad is pulled (emphasis added):
"I find KIT KAT’s disgusting new 'Reverse Break' commercial to be in poor taste. Everyone knows children repeat what they hear. KIT KAT using a song about sex to sell candy bars is irresponsible. Offensive ads cause parents to lose respect for a company, and complaints should not be taken lightly. I urge KIT KAT to put a stop to inappropriate marketing campaigns and cancel the 'Reverse Break' ad immediately. I will not purchase any KIT KAT products until this commercial is pulled off the air and removed from your website."
OneMillionMoms.com fashion themselves as a watchdog for parents who are fed up with inappropriate content reaching their children via the airwaves.
"Mom, are you fed up with the filth many segments of our society, especially the entertainment media, are throwing at our children? Are you tired of all the negative influences our children are forced to contend with? If so, we urge you to become a member of OneMillionMoms.com," the group's site reads. "OneMillionMoms.com, a division of the American Family Association, was begun to give moms an impact with the decision-makers and let them know we are upset with the messages they are sending our children and the values (or lack of them) they are pushing."
Their stated goal "is to stop the exploitation of our children, especially by the entertainment media (TV, music, movies, etc.)."
The group has petitions for other advertisements as well, such as ads from Cottonelle featuring a homosexual couple in one and another wherein children are asked about their "clean bottoms."
Cottonelle’s "Down There Care: Meet His Parents" includes an ad that "features a homosexual couple and suggests one should 'feel like the kind of guy you can take home to mother' when meeting the parents," the petition laments.
As noted by the group, the company has disabled their comment section for the ad on YouTube, though their other ads have an open comment section. "[I]t is probably safe to say many of their customers were not praising the company like they hoped," OneMillionMoms.com suggests.
"Another Cottonelle commercial features children being exploited while being asked how they feel after going to the bathroom and using Cottonelle," the group explains. "This is not right since children should never be encouraged to talk publically about how their bottom feels and how clean their privates feel. A child’s privates should never be the focus of any advertisement. Cottonelle has crossed a line. Some commenters on YouTube agree mainly because we live in a world with pedophiles lurking."