Burger King’s latest whopper
posted at 4:00 pm on June 24, 2009 by Ed Morrissey
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Joe Gandelman notices an interesting new theme to Burger King’s latest promotion — and it ain’t subtlety. Take a look at the ad itself and see if you can discern the subtext of this ad campaign:
The “Super Seven Incher” will “BLOW your mind away.” Note, too, the shocked expression on the young woman’s face. Does it look as though she anticipates enjoying the experience? Joe isn’t amused:
Just when you thought the vulgarization of culture that is now worldwide due to the unifying influence of cable, the Internet and You Tube can’t get any more vulgar, Burger King proves you wrong with news of its new advertising campaign for its “Super Seven Incher Sandwich” that’s fun for journalists to report on, will get lots of buzz but would hurt the company if it was unveiled even five years ago. It leaves nothing to the imagination.
First look at the ad above. It’s almost condescending in the way it’s trying to grab young customers and assume this is how most young customers think and that they’ll approve of it. One of the puns for a journalist (or blogger) is obvious: it sucks.
As Joe notes, we’ve moved a long way from “Have it your way.” Now we have PornoBurger. What’s next, a celebrity endorsement from Ron Jeremy?
Burger King had plenty of help in putting this fiasco together, as Gawker (link NSFW) points out:
[J]ust look what the ad wizards over there have come up with now to stop BK’s bleeding! I mean, what better way to sell oblong meat sandwiches than by suggesting fellatio?! How did they ever think of that? Just look at all that piping hot beef laden with creamy mayo aligned perfectly with the open mouth of a wide-eyed blonde, sitting just above the line “It’ll Blow Your Mind Away.” Who doesn’t want to run on down to BK for one of those right now? For benefit of those of you who don’t “get it,” this is what’s known as “branding” in the industry. Or something.
Great job, guys — and I’m pretty sure I’m safe in assuming that the originators of this campaign were men. The model in the pic suggests that they were men more familiar with blow-up dolls than real women, too. How many moms will make the choice to go to Burger King after this? Or will they opt for the more friendly atmosphere at McDonalds, Wendy’s, and other fast-food options?
Update: From the comments, it appears that BK is only running this ad overseas — although it’s entirely in English. It’s still disgusting.
Update II: Of course, if it’s for overseas, why does it have the dollar sign for the price?
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Subtle.
madne0 on June 24, 2009 at 4:01 PM
Gives Jack in the Box a whole new meaning.
fogw on June 24, 2009 at 4:02 PM
maybe, I was also thinking it could be a gun barrel, after all happiness is a warm gun.
rob verdi on June 24, 2009 at 4:02 PM
I’m already feverishly masticating.
BL@KBIRD on June 24, 2009 at 4:02 PM
If she is going to fit that in all the way she will have to open up her mouth wider.
LincolntheHun on June 24, 2009 at 4:02 PM
This isn’t really an ad campaign, is it?
Seriously?
PBoilermaker on June 24, 2009 at 4:02 PM
They named it the “Sanford”.
Torch on June 24, 2009 at 4:02 PM
Yeah, but in reality that should be the King in that picture.
That guy’s everywhere. It’s scary.
eforhan on June 24, 2009 at 4:02 PM
That sucks. They should have quit while they’re a head. But you know how it is. Like it or not, these sexually explicit ads come in spurts.
Daggett on June 24, 2009 at 4:03 PM
By the way Cheeseburger heroes are pretty damn good.
rob verdi on June 24, 2009 at 4:03 PM
suggest you close comments on this thread
james23 on June 24, 2009 at 4:03 PM
i think its funny.
moonbatkiller on June 24, 2009 at 4:03 PM
Wow. That’s pretty bad. If I didn’t already not eat there, I’d have stopped after this ad.
4shoes on June 24, 2009 at 4:03 PM
I see what you’re doing there…
darclon on June 24, 2009 at 4:03 PM
Is that what “sucks” means? Oh.
Fortunata on June 24, 2009 at 4:04 PM
I think it’s awesome. They should have called it the BK Lewinsky Burger.
RWLA on June 24, 2009 at 4:05 PM
So , who will be the first to put it in his mouth ?
the_nile on June 24, 2009 at 4:05 PM
Good Lord, this is getting , if not more vulgar, and disgusting, sad, and pathetic. It shows how weak minded ad people are…and where their minds always are. In the freakin gutter.
This ranks right up there, with the Quiznos torpedo sandwich ad. You’d have to be a cloistered nun, not to get the references these commercials are using.
Yet another to add to my list of …NOT GOING THERE!!!
capejasmine on June 24, 2009 at 4:05 PM
Heck, even Hooters is better than this.
WashJeff on June 24, 2009 at 4:05 PM
Yeah, she does kind of look like she’s getting ready to do a Lewinsky on some lucky recipient.
molonlabe28 on June 24, 2009 at 4:05 PM
Junior High Advertising Class Assignment? All-boys school. And thank you, William Jefferson Blythe Clinton.
hoosiermama on June 24, 2009 at 4:05 PM
Don’t spit that out!
It cost $6.25!
cntrlfrk on June 24, 2009 at 4:06 PM
Too bad it doesn’t measure up to Subway’s foot long …
eforhan on June 24, 2009 at 4:06 PM
How is it that this ad disturbs people but for some reason this one doesn’t?
http://www.youtube.com/watch?v=7LQpRQh2KSQ
HOMO-EROTIC!!!!
milwife88 on June 24, 2009 at 4:06 PM
Smell the Glove
jeff_from_mpls on June 24, 2009 at 4:06 PM
The Lewinsky
The Barney not-so Frank
The Billy Jeff
The Clinton
HOTUS
daesleeper on June 24, 2009 at 4:07 PM
Yep. Her expression is down right creepy. If I knew who ran BK and could get photos of them, I would photoshop their photos in place of the models and make it much more graphic. See how they like it.
Blake on June 24, 2009 at 4:07 PM
If you watch just 30 minutes of television, you can come to only one conclusion – that all Americans are good for is stuffing fast food down their big pie-holes, and using male enhancement and feminine products.
Television is vulgar and crude, and it is a direct reflection of this country.
OhEssYouCowboys on June 24, 2009 at 4:07 PM
Next up: Ron Jeremy as the King.
Fletch54 on June 24, 2009 at 4:07 PM
This is what you get when an entire industry is now run by kids with no taste or style, leading kids with no taste or style or creativity. Apparently the client-side is buried beneath idiots like that too. Someone will get fired over this, just watch. Meanwhile, the kid(s) that did it are giggling over their third light beer thinking they’re quite clever.
bradley11 on June 24, 2009 at 4:07 PM
Let’s all be grateful that the folks at Ball Park Franks didn’t beat them to the idea.
Gymkata on June 24, 2009 at 4:08 PM
BK food made me gag even before this marketing campaign came along.
infidel4life on June 24, 2009 at 4:08 PM
Blow me down.
The Race Card on June 24, 2009 at 4:08 PM
You’re yanking our chain, right?
dingbat on June 24, 2009 at 4:08 PM
Better yet, photoshop Obama or his wife in and watch how fast it is yanked.
Blake on June 24, 2009 at 4:09 PM
Carl’s Jr. started it with the dumb Paris Hilton ads.
John the Libertarian on June 24, 2009 at 4:09 PM
Has anyone ever heard the Quizno’s Add?
Where the “roaters” tells Dave to “Put it in me, Dave” or the other one “Dave, Stick it in me” Which is the Quizno bullet or something like that. They changed their add a week later saying, Dave, you know what to do.
I wish I was joking!
upinak on June 24, 2009 at 4:10 PM
Are you sure this isn’t a Carl’s Jr. ad?
Those are usually the worst offenders.
pseudonominus on June 24, 2009 at 4:10 PM
Speaking of ads, I like the ones on this site asking to support Obama’s Employee Free Choice Act.
darclon on June 24, 2009 at 4:10 PM
This dad won’t go there. And Carl’s Jr. ads are too slutty for my taste, too.
jgapinoy on June 24, 2009 at 4:10 PM
So does Vanity 6 get a royalty for this?
Mr. D on June 24, 2009 at 4:11 PM
nothing is worse then the arby’s add where the guys wife brings him a sandwich and then boing!
rob verdi on June 24, 2009 at 4:11 PM
I am surprised BK did not use Perez Hilton for that ad….
izoneguy on June 24, 2009 at 4:11 PM
What’s Carl Jr.’s motto……….?
“If it doesn’t get all over your face…?”
Seven Percent Solution on June 24, 2009 at 4:12 PM
Pornified!
RobCon on June 24, 2009 at 4:12 PM
Is that a “Super Seven Incher” you are eating?
izoneguy on June 24, 2009 at 4:12 PM
Is BK a sponsor of the David Letterman show?
izoneguy on June 24, 2009 at 4:13 PM
Just another evidence of a decaying culture.
Daddy-O on June 24, 2009 at 4:13 PM
Ed – you missed the fact that she is made to look a lot like a blow-up doll.
omnipotent on June 24, 2009 at 4:13 PM
This is not what I want crossing my mind when I’m eating a burger. Sorry BK you ruined it.
ronsfi on June 24, 2009 at 4:13 PM
I’d be embarrassed to order the sandwich. “I’d like a Super Seven Incher, please.” Not going to happen.
seanhackbarth on June 24, 2009 at 4:13 PM
Real life imitates Mike Judge’s Idiocracy. When does the new season of Ow, My Balls! start on Fox?
Mr. Bali Hai on June 24, 2009 at 4:14 PM
I thought they changed the wording on that commercial.
lorien1973 on June 24, 2009 at 4:14 PM
The burger kings around here are kind of dirty (not in that way) so I don’t take the kids there. Chickfila is our choice. Christian company…hope to goodness the owners aren’t having affairs. GOSH.
Mommypundit on June 24, 2009 at 4:14 PM
Does that include special sauce?
(Sorry, I had to use it).
RobCon on June 24, 2009 at 4:14 PM
While you’re evaluating commercials, what’s your take on the Subway ad in which young women hold their hands a foot apart and sing the virtues of the “$5 footlong.”
Personally, I’m always reminded of Sonny’s wife at the wedding reception in The Godfather just before she looks over her shoulder to see Sonny sneaking off with one of the bridesmaids.
BuckeyeSam on June 24, 2009 at 4:15 PM
I question the sexuality of the ad’s creators.
LibTired on June 24, 2009 at 4:15 PM
Well, that’s what I thought. Who’s going to go up to the counter and actually order the thing??
BigD on June 24, 2009 at 4:15 PM
They did.. a week or two after the original. Still sounds gross though.
upinak on June 24, 2009 at 4:16 PM
So that’s what the King has hidden in his shorts!
WWS on June 24, 2009 at 4:16 PM
I think you are seeing something that isn’t there…it is a seven inch burger…so large that you will be shocked.
However, I listened to the ad, played it backwards and it said “McDonalds suck, McDonalds, son of satan”…
right2bright on June 24, 2009 at 4:16 PM
Who’s Ron Jeremy?
Richard Romano on June 24, 2009 at 4:16 PM
No worse than the Quizno’s ad with the machine asking the guy to “stick it in me”.
Anyways, it’s probably what I refer to as “Internet inches”. It’s really not 7″ at all.
SouthernGent on June 24, 2009 at 4:16 PM
there is nothing vulgar about that ad. give me a break. there are too many sexually repressed people that think sex is a bad thing or something to be ashamed of. sex is a beautiful thing that should be celebrated.
Corey Wayne on June 24, 2009 at 4:16 PM
DUDE!
google it!
upinak on June 24, 2009 at 4:17 PM
“Would you like to try our new BIG A$$ FRIES?”
Just a matter of time. Heh.
darclon on June 24, 2009 at 4:17 PM
Wonder if the Argentine campaign will feature Clinton and Sanford stuffing C-notes and Super Seven Incher burgers into a thong?
Flyover Country on June 24, 2009 at 4:17 PM
Nut cream on the side.
the_nile on June 24, 2009 at 4:17 PM
We’ve come a long way baby!
redwhiteblue on June 24, 2009 at 4:17 PM
Yep. Ain’t happening.
lorien1973 on June 24, 2009 at 4:17 PM
They’ve NEVER been into subtlety.
But the comments here are worth the ad!
tree hugging sister on June 24, 2009 at 4:17 PM
Okay… so why don’t we think this stuff when Dagwood would eat his sandwich?
Skywise on June 24, 2009 at 4:17 PM
Um, no, he got the unsubtle reference.
.
Ed wrote: The model in the pic suggests that they were men more familiar with blow-up dolls than real women, too.”
Another sickening attempt to out-gutter the competition (Carls Jr., Quiznos, etc.)
Wendy’s better not stoop to this putrid level, or I’ll have no fast food options left!
common sensineer on June 24, 2009 at 4:17 PM
Going down … to BK … for a BJ?
/jingle
garry on June 24, 2009 at 4:17 PM
think this ad will backfire with the 13-21 audience
i can see them grossing each other out with the “special sauce” and being branded as gay for eating a 7incher
offroadaz on June 24, 2009 at 4:17 PM
D’oh! I should’ve read your post before posting!
SouthernGent on June 24, 2009 at 4:17 PM
Which hand do you use to celebrate with?
right2bright on June 24, 2009 at 4:18 PM
i’ll only do CHICK-FLI-A
poppieseeds on June 24, 2009 at 4:18 PM
Whichever hand he can get drunk, first.
OhEssYouCowboys on June 24, 2009 at 4:19 PM
I need to show this to my wife…
“Honey, just think of it as a tasty sandwhich”
Wyznowski on June 24, 2009 at 4:19 PM
GMTA…
Or more like.. WTF did that Oven just say!?!?!?
upinak on June 24, 2009 at 4:19 PM
They’ll just accuse us all of paranoia and apologize to anyone who misunderstood their perfectly innocent meaning.
Now I would rather not find out what the Enormous Omelet Sandwich signifies.
Gaunilon on June 24, 2009 at 4:19 PM
This ad is good for guys who like to, um….dine alone.
RobCon on June 24, 2009 at 4:19 PM
It is a brilliant ad campaign that is aimed right at the target market.
CMonster on June 24, 2009 at 4:19 PM
They’ve been drifting for years.
I just called… they say they’re “working on it” as it is only running in Singapore.
mankai on June 24, 2009 at 4:19 PM
So edgy. But they wouldn’t dare make the woman in the ad black or a “wise latina”, would they.
LibTired on June 24, 2009 at 4:20 PM
His hand fell asleep, and he took advantage of it?
right2bright on June 24, 2009 at 4:20 PM
I only read Burger King ads for the articles.
Gaunilon on June 24, 2009 at 4:20 PM
just in case anyone missed the HINT; the subtle application of “white sauce/mayo” is thrown in as well?
Hey, that girl in the ad looks like Heather Brooke, no wonder….
Dale in Atlanta on June 24, 2009 at 4:20 PM
The problem is are they trying to make you horny or hungry?
RobCon on June 24, 2009 at 4:20 PM
auto-erotic-snackization
upinak on June 24, 2009 at 4:21 PM
Sex sells. Lot’s of food makers do it – granted this avenue is a tad too…. specific.
Is this a good way to market to men? I don’t want that sandwich near my face.
AbaddonsReign on June 24, 2009 at 4:21 PM
Yeah, you can tell by the Chinese writing…
right2bright on June 24, 2009 at 4:21 PM
What is next? Jack in a Box?
Limerick on June 24, 2009 at 4:21 PM
The burger doesn’t look,….um…kosher.
RobCon on June 24, 2009 at 4:21 PM
The quality of these ads is really going down.
Daggett on June 24, 2009 at 4:22 PM
Do they have a shorter version called “The Bobbitt?”
Mister Ghost on June 24, 2009 at 4:22 PM
I’m just sayin’ that neither of his hands would be willing, if sober.
OhEssYouCowboys on June 24, 2009 at 4:22 PM
…you know, if they had used Andrew Sullivan in the ad, instead…..
Dale in Atlanta on June 24, 2009 at 4:22 PM
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