SIR MIX-A-LOT has come under fire from a children's advocacy group for his new Burger King commercial, in which he spoofs the kids' show Spongebob Squarepants.
In the U.S. TV advertisement, the rapper sings about the cartoon character, who is renamed SpongeBob SquareButt, in a parody of his hit song Baby Got Back.
The star raps the new lyrics: "I like square butts and I cannot lie" as background dancers show off their square bottoms in tiny shorts.
Now 2,600 members of the Campaign for a Commercial-Free Childhood (CCFC) have taken aim at the rapper as well as TV network Nickelodeon, which created the cartoon.
CCFC director Dr Susan Linn says in a statement: "Parents deserve to know whether Nickelodeon - the most popular childrens television network - signed off on the use of SpongeBob in a commercial that celebrates lechery and objectifies women."