Burger King backlash: Seven inches too much
Published: Jun 29, 2009
BURGER KING SINGAPORE BLOGGING COMMUNITY
- Burger King ad causes controversy
- Created by Religion
- Agency surprised by feedback
Singapore - The huge stir which Burger King's new ‘Super Seven Incher' outdoor ad has created within the international blogging community has come as somewhat of a surprise to Religion - the Singapore agency which created the not-so subtle work.
The ad's concept (pictured), which is fairly self explanatory, carries the following copy: "IT'LL BLOW YOUR MIND AWAY: Fill your desire for 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 A1 Thick and Hearty Steak Sauce."
International bloggers have immediately got stuck into the ad, with 'Copyranter' labeling it the "most overtly blow-jobby ad I've ever seen" and 'Gawker' writing that the "only thing this ad is missing is the disclaimer that you'll actually get fewer blowjobs if you eat these sandwiches, but perhaps that's the 'genius' of advertising that we simpletons on the outside just don't get."
American bloggers were quick to heap the blame on Crispin Porter and Bogusky, Burger King Corporation's US agency of record, though news quickly emerged that the advertisement is only running to support a limited promotion in the Singapore market and was produced by Singapore agency Religion.
Jayine Chung, the copywriter at Religion who worked on the ad, said the agency was ready for some mixed feedback.
"It hasn't been too unexpected but the only thing that we're surprised about is how it went to the US and became such a big thing," Chung said.
"Our client wanted to do something edgy and not something you'd expect from a fast-food chain - our target audience is young males. I think the client is pretty happy about the result."
The ad will run as part of the promotion until the end of the month.
BonFoods, the franchise owner of Burger King and Religion's client, was unavailable for comment at time of writing.
_________________________________________________________________________________________
More quality Lighthouse titles
Managing people? For HR and leadership strategy, Human Resources has it covered.
Want to get on the right side of the procurement department?
Direct them to Procurement Asia
C'mon, when will the indignation industry give us a break. It's just an ad. As for those who can't think of any ad more explicit, can I bring to mind one of my favorites, Our own Zoe advising us that her radiant and beautiful complexion was due to the fact that "she swallows", many a married man has given praise at the "alter of the copywriter" for that campaign.
SG should have used "The King".
The net effect of publicity depends on how you spin it.