By: Nicole VanScoten, guest blogger
My answer: No â€“ well, at least not in the overly obnoxious manner that Burger King has decided to attempt using sex to sell its new â€œSuper Seven Incherâ€ in Singapore. What happened to subtlety?
I understand BK is trying to take the Hardeeâ€™s approach and target men, but this super-trashy ad just may have gone a little too far. Letâ€™s look at the 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.
That copy paired with the picture of a blow-up-doll-esque girl about to â€œfill her desireâ€ with the sandwich (slathered in white mayo might I add), really just goes too far over the top for a company as large as Burger King. Can we please leave SOMETHING to the imagination?!
Aside from this ad, Iâ€™ve actually been a fan of BKâ€™s other recent ad campaigns like the SpongeBob SquarePants commercial and the â€œWhopper virginsâ€ campaign â€“ not to mention Iâ€™m a big fan of â€œThe Kingâ€. These recent campaigns were fun and witty without going over the top. Plus, they appealed to the general audience. I donâ€™t know how well sandwich-blow-jobs really appeal to the same population that loved a commercial featuring SpongeBob SquarePants.
And sure, the ad is not even in the US, but itâ€™s caused such a stir that it has critics cringing all over the world.
Lauren Kuziner, a spokeswoman for Burger King issued this statement: “Burger King Corp. values and respects all of its guests. 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.â€
Yes, we get it â€“ Singapore only. And whether or not the people over there love the ad or hate it, Iâ€™m in the US and Iâ€™ve seen this ad 20 times in a past week because itâ€™s caused such a stir. My question is â€“ although the ad was meant only for Singapore, does its reach affect those of us in other countries? And will it affect our opinions on the Burger King brand?
I think so. From now one, maybe BK should stay away from the sex campaigns â€“ leave that to Hardeeâ€™s (a company thatâ€™s built its reputation on sex-filled ads like this).
Nicole VanScoten is a public relations specialist at Pyxl, Inc. in Knoxville, Tennessee. She is a graduate of the University of Tennessee with a BSC in Public Relations and a minor in Psychology. She currently runs the blog, PRetty Social, about public relations and social media. Nicole is also the co-founder of the Social Media Club – Knoxville chapter.