I can’t comment on the sexism of the ad since I didn’t watch it, but I’ll play devils advocate here.

The company puts together a budget for the year and then tells management to work within that budget. So in this case the company’s philanthropy group took $50,000 (assuming you mean $25k per person) and created a scholarship to help those in the community. Then contacted marketing and told them what they were doing. Marking saw this as a good opportunity to easily increase goodwill and promote the scholarship. They then took $65,000 out of the marketing budget for this cause.

So you see it’s very likely that the company had already set aside the marketing money only for marking purposes. The company exists to sell a produce and marketing is part of what it takes to sell those burgers. Burger chains have a lot of competition and have to spend a lot on marketing to brain wash people into wanting their products. So yeah I mean I can see how it may not make much sense but there is a reason to the madness. It’s the same with companies that sponsor non-profit events, it’s usually just marketing spending money.