Apr 9, 2009 10:00 am US/Eastern
'Big Butts' Burger King Ad Distasteful?
MINNEAPOLIS (CBS) ―
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The Burger King ad features the restaurant chain's mascot, "The King", and dancing women. The King is singing his version of Sir Mix-a-Lot's "Baby Got Back".
CBS
Funny or offensive? That's the big debate over a new ad by Burger King. It's definitely got spunk and even some sexual content.
The ad features the restaurant chain's mascot, "The King", and dancing women. The King is singing his version of Sir Mix-a-Lot's "Baby Got Back," reports CBS station WCCO-TV in Minneapolis.
A company spokesperson said the ad is aimed at adults who take their children to the restaurant. At least one consumer group is demanding that Burger King stop running the commercial, because it says the ad is "highly-sexualized" and won't instill values in children like respecting women.
Burger King wants the ad to create buzz and excitement over its Kids Meal. However, the ad has also brought controversy and criticism.
"I know very little about this ad, but it seems like it's in really inflammatory territory," said John Olson, who owns marketing firm in Minneapolis.
Olson's firm puts together marketing campaigns for national companies, and he said there's a better way to do things, a way his company has found where quick shock and awe isn't the goal.
"Where we succeed is by understanding how people think, what's important to them, what their value system is, and how do we engage them and make them feel part of every part of the process," said Olson.
He's also big into research to find out how people live and what they do to get a feel for who they are. Advertising, he said, is also now based on platforms.
An ad on television might then drive you to a Web site and finally to a social networking site like Facebook or Twitter, where the discussion might continue about a product.
"We're telling stories, it's the oldest business in the world, we're telling stories that engage people and we're using every tool in our command," said Olson.
The hope for Olson is to create a connection with the person watching and influence their buying power now and later.
"It's not just about a selling a product. It's about creating a relationship," said Olson.
(© MMX, CBS Broadcasting Inc. All Rights Reserved.)
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