KFC's Butt Ads Slammed as Sexist Double Down ad campaign on buns labeled 'obnoxious' By Rob Quinn, Newser Staff Posted Sep 23, 2010 6:46 AM CDT 46 comments Comments Students on a Louisville, Ky. university campus serving as "human billboards," advertise the KFC Double Down sandwich on the backsides of their sweat pants. (AP) (Newser) – Women's groups are crying foul over the location of KFC's latest ad campaign. The company is recruiting shapely college women to act as "human billboards" and hand out coupons for the Double Down sandwich while wearing sweatpants with the product's logo emblazoned on the rear. "It's so obnoxious to once again be using women's bodies to sell fundamentally unhealthy products," the president of the National Organization for Women complains to USA Today. A KFC marketing exec defended the ad campaign, saying it was a great way to attract the attention of young men, who are the chain's key customers and the Double Down's biggest fans. The exec notes that apparel companies and sororities have been using rear-end ads for years. The women are paid $500 per day, plus KFC gift certificates—and they get to keep the sweatpants.