Sunday, June 28, 2009

I have no idea what Burger King is implying here

And I thought the BK King commercials were creepy! I can't ignore this one no matter how hard I try. (Thanks, Internet.) What's next, this sandwich becomes an "appendage" of the King? A pre-emptive argument for those who will say "yeah, but the ad got your attention! It did its job!" Sure. But it did nothing to make me want this sandwich or want to go to BK; in fact, it has done the opposite.

Ya know, sex and food are often linked together. In advertising, in life, in dreams, whatever. But really? Fast food and sex? One of the last things anyone should be relating sex to is fast food. I don't even know if this ad is supposed to make guys want to buy the burger because it makes them think of getting laid, or if it's supposed to make girls buy it because they think it will fill their, um, mouths.*

Note the small text at the bottom of the ad:

"Fill your desire with something long, juicy and flame-grilled with the NEW BK SUPER SEVEN INCHER. Yearn for more after you taste the mind-blowing burger that comes with a single beef patty, topped with American cheese, crispy onions, and the A.1 Thick and Hearty Steak Sauce."

Correct me if I'm wrong, but doesn't the ad show a white mayonnaise-looking sauce on the burger as well? A sauce that isn't in that description of the burger? So, it's on the ad photo's version of the burger because ... ? Yeah. (And it looks to me like two beef patties, but whatever.)

Anyway, if you're a straight dude, which I assume is who BK is targeting with this ad, and you hear "fill your desire with this seven-inch burger," does that make sense to you? Does it make you want to run out and buy it? *This is why I don't even know who this ad is actually targeting.

This isn't the first time a BK ad has been criticized, and I'm guessing it won't be the last. It's also not their first "sexy" ad campaign. Best of all, these ad campaigns don't seem to be having much of an effect on sales. And now it seems fast food chains are trying to one-up each other on sex/gross ads. Check out this one from Hardee's. Let's not forget the creepy Quiznos ads, or this little gem. (Feel free to point out more.)

There are tons of sites on the Internet about ads; check out copyranter sometime (here's their post on this BK ad). Do a little looking around; the state of advertising is a bit sorry. Sex is the easiest thing to fall back on. Show some creativity folks. Or, just maybe, some subtlety.

UPDATE: A BK spokesman has talked about the ad (read full story here):

Lauren Kuziner, a spokeswoman for Burger King, said the campaign was produced by a local Singaporean agency and not by the company's U.S. advertising firm, Crispin Porter + Bogusky.

"Burger King Corp. values and respects all of its guests," Kuziner said in a statement to "This print ad is running to support a limited time promotion in the Singapore market and is not running in the U.S. or any other markets. The campaign is supported by the franchisee in Singapore and has generated positive consumer sales around this limited time product offer in that market."

Kuziner declined to identify the Singapore-based firm and did not respond to requests for comment on whether Burger King had received complaints in connection to the advertisement.

"Values and respects all of its guests"? Ha! Try again buddy, you aren't even close.

Here's BK's contact information, should you want to express your opinion directly to them: Contact us.

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