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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One day, the Burger King will be arrested for showing his 7 incher in public.
lorien1973 on June 24, 2009 at 4:40 PM
Same here.
Then again, I was always a fan of McDonald’s…until eating at one tended to give me a minor case of food poisoning.
MadisonConservative on June 24, 2009 at 4:40 PM
Except that the ad has a huge logic problem. The target market is represented by the woman, not the sandwich, so they’re apparently trying to appeal to men who think they’re women who want to eat themselves. What’s brilliant about that?
Ronnie on June 24, 2009 at 4:41 PM
She’ll have to go berrypicking.
upinak on June 24, 2009 at 4:41 PM
Does the Burger King Kid’s Meal come with a toy Hummer?
DrAllecon on June 24, 2009 at 4:41 PM
No doubt this thing is served with curly fries.
Limerick on June 24, 2009 at 4:41 PM
Wife comes home three hours late:
“Is that a seven incher I smell on your breath?”
Big Orange on June 24, 2009 at 4:42 PM
HEY!!!! IT’S OBAMA WORLD…THIS IS NOTHING! The new seven incher should have been called “The Lewinski” Burger.
afotia on June 24, 2009 at 4:42 PM
They 7 incher filled her up completely. She was totally satisfied.
lorien1973 on June 24, 2009 at 4:42 PM
Does it come in a container with a zipper? Or while she’s eating it?
Daggett on June 24, 2009 at 4:42 PM
I tell you what…if I was a woman I’d break my back trying to eat myself.
Spiritk9 on June 24, 2009 at 4:43 PM
The flavors in a 7 incher explode in your mouth.
lorien1973 on June 24, 2009 at 4:43 PM
Not buying that explanation. Not only is it entirely in English, but the ad gives the price in US currency. And at $6.25 for a meal, the price is in line with what you would expect to pay for a “value meal” pretty much anywhere in the US.
DAMHIK – I eat too much fast food. :-)
UltimateBob on June 24, 2009 at 4:43 PM
It would be more of a joke if the woman was just a “regular” model, not made to look like a vacuous blow up doll. By doing that, BK has totally objectified her. She is no longer a woman with a healthy, fun outlook on sex, who’s in on the joke, she *is* the joke. That’s what I find offensive, moreso than the actual sexual tone of the ad. BK was never a favorite, but they’ve lost my business as a woman and Mom of a young daughter.
Boudica on June 24, 2009 at 4:43 PM
This thread will be erased from HA in 5…4….3…2….
Limerick on June 24, 2009 at 4:43 PM
I understand it comes with a free cream pie if you supersize it.
lorien1973 on June 24, 2009 at 4:45 PM
Boy, and I thought the SpongeBob Square Ho’s were over the line…
Maquis on June 24, 2009 at 4:45 PM
I’m in the floor!! LOL
Big Orange on June 24, 2009 at 4:45 PM
To think that I was on Burger King’s little league baseball team when I was a kid. They bought all the uniforms and even treated us to burgers after the games. What happened?
Dollayo on June 24, 2009 at 4:46 PM
Make sure to leave your burger wrapped. Safety first.
Gaunilon on June 24, 2009 at 4:46 PM
…in Japan, it’s called the “Bukkake Burger”…
Dale in Atlanta on June 24, 2009 at 4:46 PM
I think it’s funny, but definitely not for children. I wouldn’t want to see it on bus stops or billboards, but wouldn’t care if it ended up in Maxim or what not.
chicagojedi on June 24, 2009 at 4:47 PM
And our culture continues its race to the gutter apace…
DrMagnolias on June 24, 2009 at 4:47 PM
I eat long time…
right2bright on June 24, 2009 at 4:47 PM
The Family Bukake Meal.
Coronagold on June 24, 2009 at 4:47 PM
Obama’s economy.
VibrioCocci on June 24, 2009 at 4:47 PM
lorien1973 on June 24, 2009 at 4:42 PM
Oh come on really try! Like this
Ken marveled at the way Barbie grabbed the warm 7 inch Whopper with both hands and opened her mouth wide slowly sliding it in; her eyes wide with the sheer pleasure of the combination of meat and sauce.
LincolntheHun on June 24, 2009 at 4:47 PM
This is clearly marketed to the inadequate conservative males. I won’t tell…go ahead…buy one
CMonster on June 24, 2009 at 4:48 PM
Same folks who think “Baby Got Back” by Sir Mix Alot is an appropriate song to use to sell value meals for kids.
During primetime, nonetheless.
Thunderstorm129 on June 24, 2009 at 4:48 PM
Well, then you’ll be disappointed to find out that Burger King is selling the phalic sandwich on the other side of the ad, not the woman. Like I said, huge logic problem in that ad.
Ronnie on June 24, 2009 at 4:48 PM
Nice!
lorien1973 on June 24, 2009 at 4:49 PM
Dude, that ain’t a tube steak.
upinak on June 24, 2009 at 4:49 PM
These hands are really getting out of hand and…um…in your face.
Gaunilon on June 24, 2009 at 4:49 PM
Now write the happy ending.
Daggett on June 24, 2009 at 4:49 PM
These ads are really getting out of hand and…um…in your face.
Gaunilon on June 24, 2009 at 4:50 PM
Does it come in a container with a zipper? Or while she’s eating it?
Daggett on June 24, 2009 at 4:42 PM
Does it come outside the bag?
fourdeucer on June 24, 2009 at 4:50 PM
Perez Hilton: “I want mine supersized!”
Big Orange on June 24, 2009 at 4:50 PM
They’re using a woman to market a phalic sandwich to males? Uh ok. If you think that’s brilliant, go ahead and suck on one.
Ronnie on June 24, 2009 at 4:51 PM
Sometimes the cream pie is replaced with a pearl necklace
CMonster on June 24, 2009 at 4:51 PM
…get your BK Super Seven Incher Gokkun Meal for only $6.25…..
Dale in Atlanta on June 24, 2009 at 4:51 PM
So the ad only runs in Singapore, you assume the advertised sandwich is only going to sell there (as an experiment)?
Still, $6.25. The $$$$ is really going down.
Sir Napsalot on June 24, 2009 at 4:51 PM
That burger is pretty small by Canadian standards.
Just sayin’.
Gaunilon on June 24, 2009 at 4:51 PM
What’s relly offensive is that Burger King paid an ad agency good money to come up with this stupid idea.
If BK wanted a sophomoric ad campaign, they could have brainstormed this juvenile crapola in a high school locker room for free.
They should also consider an ad with the sandwich sticking out of a guy’s fly. Thank you. That will be $100,000.
RadClown on June 24, 2009 at 4:52 PM
It clearly DOES NOT WORK for the beer companies
CMonster on June 24, 2009 at 4:52 PM
Kudos to the HA crowd, those are some funny comments. Well done. And thanks for the laugh.
angryed on June 24, 2009 at 4:54 PM
Okay okay…
She trembled lightly as she held the 7 incher in her hands. “I’m not sure I can eat it all,” she said.
He grinned and said, “Once you start, you won’t be able to stop.”
She closes her eyes and wraps her lips around the 7 incher. He watches and sees how much she’s enjoying the warm meat and flavors that fill her mouth.
She gasps as the juices fill her mouth, but find that she cannot stop eating the 7 incher.
The juices drip from her lips and chin as she nibbles on the 7 incher.
lorien1973 on June 24, 2009 at 4:54 PM
I wonder if it comes without the white sauce (mayo?)
The Monster on June 24, 2009 at 4:54 PM
Yeah, cause they always make the beer represent a unit in those ads. lol
Ronnie on June 24, 2009 at 4:55 PM
….Obama (PBUH) on the new BK Seven Incher Sandwich: “…could I get some Dijon Mustard on that puppy, instead of the “special sauce”?
Dale in Atlanta on June 24, 2009 at 4:55 PM
I like my seven incher without covering it with condoments.
BL@KBIRD on June 24, 2009 at 4:57 PM
I take it this is geared towards the internet porn demographic. That is, the demographic that grew up on internet porn, not the middle-aged converts.
evergreen on June 24, 2009 at 4:57 PM
I like my seven incher without covering it with condoments.
BL@KBIRD on June 24, 2009 at 4:57 PM
in other words, just like Andrew Sullivan, you like your “Seven Inchers” “bareback”??
Dale in Atlanta on June 24, 2009 at 4:58 PM
I heard the sandwiches are fake in Thailand Burger Kings.
Daggett on June 24, 2009 at 4:58 PM
lorien1973 on June 24, 2009 at 4:54 PM
Now there is a worthy double entrant comment!
LincolntheHun on June 24, 2009 at 4:59 PM
I blame Bush for my seven incher.
lorien1973 on June 24, 2009 at 4:59 PM
If Calvin Klein was pressured to remove a threesome billboard on Houston Street, imagine the gnashing of teeth that would accompany this.
Western_Civ on June 24, 2009 at 5:00 PM
I dunno, I was thinking more along the lines of Bill Clinton… remember all the McDonald’s jokes?
malclave on June 24, 2009 at 5:00 PM
….I heard that Chasity “Chaz” Bono, in her new “persona”; said she’d never order a Seven Incher….
Dale in Atlanta on June 24, 2009 at 5:00 PM
Um, who exactly is this ad aimed at? Perez Hilton?
Count to 10 on June 24, 2009 at 5:02 PM
Well, this is what you get in the sexually-free, anything-goes pornutopia that is Barack Obama’s America.
/anti Sharon Stone
Kafir on June 24, 2009 at 5:02 PM
To: burger_king@burgerking.com
From: medical_marketing@bornyesterday.biz
Subject: Ar3 y0u satisf1ed?
BKExtenze will turn your 7-incher into a footlong sub!
Daggett on June 24, 2009 at 5:03 PM
How many guys are going to want to bite into something that has been advertised as a phallic symbol?
Count to 10 on June 24, 2009 at 5:04 PM
Doesn’t look too safe to me, there should be plastic wrap over that sandwich.
cjk on June 24, 2009 at 5:04 PM
Ohhhh I get it now!
It’s supposed to be a penis, right?
MadisonConservative on June 24, 2009 at 5:04 PM
ding
Ronnie on June 24, 2009 at 5:05 PM
Wow. Well, I’d have to say Burger King raised its brand awareness, which is really their intent with all of these provocative ads. If they get the extra, ahem, exposure of having Fox run a dozen or so stories about the ad, asking viewers “does this go too far?” it will have fulfilled its mission.
hawksruleva on June 24, 2009 at 5:06 PM
Enough you guys! I have now exceeded my Depens budget.for July
katy the mean old lady on June 24, 2009 at 5:06 PM
Which would be effective if not a lot of people had ever heard of Burger King.
Ronnie on June 24, 2009 at 5:07 PM
I have not read any of the preceding comments.
Sorry if this offends: Society mores of today’s fundamental values is in decline. But if the trend continues we will have the following;
The BAR_MIC GRILL offering a variety of meals including:
.
Chris Matthews Special plate — O-dog dong w/ tossed salad of lies on the side. The sale pitch will be “It puts a thrill up your legs.”
Americannodash on June 24, 2009 at 5:08 PM
It took me a minute to get the gist of the ad. When you make a 9″ sandwich it’s real tough to figure a 7″ sandwich being any kind of big deal.
csdeven on June 24, 2009 at 5:08 PM
Well we now what Lincoln and Lorien do in their spare time.
Let me know when the next Penthouse comes out boyz. I want you to sign it for me.
upinak on June 24, 2009 at 5:08 PM
Wait until O’Reilly’s cultural warriors get a hold of that ad.
fourdeucer on June 24, 2009 at 5:08 PM
Between this one, the Mark Sanford threads and the pearl necklace thread in the Headlines, Hot Air is probably going to have to institute a 2-drink minimum pretty soon.
Mr. D on June 24, 2009 at 5:09 PM
If it is like most ad was written by guys…it is probably only a 3 incher…It’s not how large it is, it’s how it tastes…
right2bright on June 24, 2009 at 5:09 PM
Well, that ad is a little blatant – but I’m over 50 and I can remember snickering at high school jokes riffing on “it takes two hands to handle a Whopper.” Everyone knew that was a huge double-entendre. This is just talking it to a modern level.
rockmom on June 24, 2009 at 5:10 PM
It looks too big for her mouth
CMonster on June 24, 2009 at 5:11 PM
I hate everything about that ad, but especially the womans expression.
Looks like this ad was cooked up by a bunch of vulgar men who have seven incher envy.
CarolynM on June 24, 2009 at 5:12 PM
…I showed the “Seven Incher” Ad to my wife just now.
She stared at it for a long, long, really, long time.
Then she said, “Is that really ‘Seven Inches’”??
I said “Yes”
She turned around muttering something along the lines of “You lyin’ bastard…”
I wonder why?????
Dale in Atlanta on June 24, 2009 at 5:12 PM
That king dude is freakin’ fugly…
Ltlgeneral64 on June 24, 2009 at 5:15 PM
Then there was Wendy’s “Wheres the beef”.
csdeven on June 24, 2009 at 5:17 PM
Dale – you are killing me…
texan_forever on June 24, 2009 at 5:17 PM
Rule 4 violation, I’m never eating at BK again.
Kenosha Kid on June 24, 2009 at 5:20 PM
Hmm – someone mentioned it was a brilliant campaign.
Well, women don’t eat stuff like that, and what man would want to grab on to the seven incher and scarf it down?
Not in front of his friends, anyway…
reaganaut on June 24, 2009 at 5:23 PM
Not to mention really really creepy…
Dino64 on June 24, 2009 at 5:34 PM
All I know for sure is that now I have burger envy.
And the nearest BK is 48 miles away.
Oh well, I was thinking of going to the Home Depot there today anyway. Guess I better hit the road.
LegendHasIt on June 24, 2009 at 5:39 PM
“IT WILL BLOW your mind, not your budget.” I think that’s what they meant.
Who says conservatives aren’t raunchy?
leftnomore on June 24, 2009 at 5:40 PM
Only seven inches?
Lame.
They expect more in Argentina.
Professor Blather on June 24, 2009 at 5:43 PM
It won’t stop me from eating at Burger King. And come on. They made condom jokes a couple of years ago with the Whopper Jr. and his girlfriend and his dad comes in and tells them not to forget a napkin.
Sex Sells. Period.
jimmy the notable on June 24, 2009 at 5:46 PM
I’d advise against that Google. You’ll be scarred for life. And haunted by feelings of inadequacy.
I met Mr. Jeremy once. He seemed like a genuinely nice dude, strangely enough. A fat, hairy, very nice guy. With an enormous schwantz.
Professor Blather on June 24, 2009 at 5:46 PM
Gee, I hope not. I laughed out loud at least 3 times. You peoples can be funny.
That had me rolling and lolling.
Professor Blather on June 24, 2009 at 5:48 PM
Read the copy under the price, bottom right. This is pretty unbelievable.
Our culture is, as we repeatedly point out, very sick.
Jaibones on June 24, 2009 at 5:51 PM
I can’t believe they’re getting away with this! This is much more than insinuation…they should just pring in bold letters THIS SANDWICH IS A PENIS, FOLKS. GET IT?
dcwvu on June 24, 2009 at 5:56 PM
It’s a shame,, Burger King’s food is so much better than McDonalds. I hate their advertising though. There have been many times I did not want to go to Burger King just because of their stupid advertising. Back when they had their “Gotta break the rules” run I totally declined them. I think the King guy looks creepy. But their burgers are so much better. It’s almost like they have a much better product,, yet they insist on coming out with the dumbest advertising that just makes you not want to buy their food. I do love the McDonalds breakfast burrito though!
JellyToast on June 24, 2009 at 5:56 PM
Ha. You’re having way too much fun with this thread.
dcwvu on June 24, 2009 at 5:59 PM
“Where’s the
beefbone?”- Clara Peller, disappointed, from her grave
Schadenfreude on June 24, 2009 at 6:00 PM
Whomever said this was great and right at the target market has a screw loose. As a mom of two teenagers, if they think they are getting any money to go to this place they are sadly mistaken. And any come back of “You won’t know” is sadly mistaken also. Kids are so busy these days that getting a job if you play any sport in high school is almost impossible, so where do you think they get the money from? Also, they are alienating the family crowd for the few teenagers who think it is funny. By the way, the BK in my 20,000 town just closed. We still have 3 McD’s
momof2 on June 24, 2009 at 6:08 PM
So the reverse of this add would be some dude licking a tater tot?
AW1 Tim on June 24, 2009 at 6:08 PM
*Snerk*
What *exactly* do you think “Where’s the beef?” was alluding to?
Hint: it wasn’t just beef. They were just (barely) more subtle back then.
Professor Blather on June 24, 2009 at 6:09 PM
I haven’t read through any of this thread, call me a prude, but who is Ron Jeremy?
(Tounge firmly planted in cheek)
Vince on June 24, 2009 at 6:10 PM
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