Two Burger King Ads Get in the News

Although Burger King gets hamburgers right, they are having problems with their advertising these days. When two of a company's ads are in the news in one day, you have to wonder if they are doing this on purpose. Think of all the free advertising (including this article) that they are getting.

"Booty is booty" (not pirate treasure)

There is always a problem when advertising is directed at (or seems to be directed at) children and when a character popular with children, such as SpongeBob SquarePants, is drafted for commercial duty. (Watch the commercial here.) Then, when you add to that the heavy dose of weird sexual imagery (women in tight clothes with square rear ends), it all is a bit much.

For full disclosure, Burger King is my favorite fast food chain, but I have never watched SpongeBob SquarePants, one of the most popular programs on the children's cable network Nickelodeon.

In an article in The New York Times (here), Burger King officials are quoted as saying that this commercial is directed at adults and is shown only during adult programming, since the 99-cent "B.K. Kids Meal" requires the purchase of an adult meal.

The problem is that, after reading about this Burger King SpongeBob SquarePants commercial, I saw it tonight, during American Idol, a program known to be family friendly and airing between 8:00 and 9:00 p.m.

Considering the epidemic of juvenile obesity and diabetes, there is a question about the appropriateness of any fast food advertising directed toward children. Some years ago, there was concern about an adult advertising icon, Joe Camel, associated with tobacco, becoming a little too kid-friendly. But, to put a childhood favorite like SpongeBob into a highly sexualized setting to peddle burgers seems to be pushing a whole lot of envelopes. Remember, I eat at Burger King, so I am not a "food Nazi."

So far, Burger King is holding fast on this commercial. But Burger King has agreed to remove another controversial campaign.

The Texican falls

Some years ago, Taco Bell's Chihuahua with the exaggerated Mexican accent stirred protest in Mexico. Now, Burger King has caused offense with an advertising campaign for its new "Texican Whopper." In the commercials, a Mexican midget wrestler and a lanky cowboy share a home. (Watch the video here.)

But, Mexican officials have been especially concerned about a print ad (which you can see here) in which the little Mexican wrestler is wearing a Mexican flag.

People in the United States may think Mexicans are being overly sensitive, but how would Americans react to a disrespectful use of the American flag by a foreign company? Reuters points out (here), a year ago Absolut vodka ran an advertising campaign featuring a nineteenth-century map, showing much of the Southwest of the United States as part of Mexico... as it was. To see the ad, and to get a sampling of the rage from Americans in response to it, look here.

According to the Reuters article, Burger King has apologized for this advertising campaign and has promised to replace it. The Absolut campaign, by the way, was also dropped.

Selling burgers, or selling souls?

The business of business is, of course, business. The business of advertising is to increase business, although I never have understood how the bizarre figure of the King in BK commercials helps the company's business. But, BK's over the top advertising does help it stand out from the crowd. After all, this article isn't about McDonald's.

Enjoyed in moderation, fast food has a place in a family's diet and lifestyle. (Again, I'm not a "food Nazi.") But, when appeals to children are involved - no matter what the product - a company has to be especially careful. Sex, a kid's cartoon (the number one Nielsen-rated children's TV show), and hamburgers just do not mix, at least not for me.

As far as BK's Texican campaign and Absolut's map for disaster, those raise issues that are a little more in the gray area. Adults after all bring more insight and judgment to their economic transactions than do children... we hope.

If you liked this article, please share it with your friends to continue the conversation. You may also like some of my other reflections on popular culture:

Reporter in Blackface Comments on Obama - Read it here.

Why Are There Calls for Tintin's Congo Adventure to Be Banned? - Read it here.

Cereality: Another Over-priced Cereal Franchise Closes - Read it here.