Dive Brief: 

• Ads objectifying men have been on the rise, signaling a new trend dubbed "hunkvertising." 
• The hunkvertising practice, which includes Kraft's Zesty Salad Dressing ads with male model Anderson Davis, has spawned some serious success for brands—a spot in which Davis' shirt is burned off garnered 2.5 million views on YouTube. 
• The sexually suggestive ads have received backlash from groups such as One Million Moms, who promoted a boycott against Kraft over their zesty ads, and media critics like Åsk Dabitch Wäppling, who feels the "Studly Steve" stereotype is just as insulting as objectifying women. 

Dive Insight: 

At the end of the day, brands will do what works, and hunkvertising is working for many brands. For example, tequila brand Sauza experienced a global gain of 5% after running some steamy ads with Davis. Until it stops working, Kraft and other brands will ignore backlash—which has only brought more attention to the campaigns—and ride the trend out.