Wow. Burger King’s ad campaigns continue to push the boundaries. We’ve covered in detail here many different “edgy” advertising campaigns they’ve had. At this point, it seems like BK has done it all: using “Square Butts” to promote kids meals, urging you to “pleasure yourself“, a shirtless BK King, possibly naming a product after a slang term for a close-up photo of a vagina, and frequently throwing around the term “virgin.”  This newest ad, however, may take the cake:

BK Super Seven Incher

Yes, Burger King has a new sandwich called the “Super Seven Incher.”  When I say “hot”, “meaty” and “7 inches” what do you think of? Well you aren’t alone.  So did the ad minds behind this new campaign, who apparently just couldn’t resist the idea/imagery of a woman giving a blow job to a giant 7-inch hunk of meat.  Just in case you couldn’t pick up on the subtlety of the idea, they decided to hit you over the head with it.  Other blogs, such as Gawker, have already taken notice:

Just look at all that piping hot beef laden with creamy mayo aligned perfectly with the open mouth of a wide-eyed blonde

Add in the fact that the woman has make-up and facial expressions which pretty much resemble that of a blow-up doll.  Of course her mouth is agape, which serves to alleviate any doubt someone might have that maybe, just MAYBE they aren’t making a blow-job reference.  Oh, and just to be sure, the word BLOW is prominently featured.   The description of the product is only slightly less sexual:

Fill your desire for something long, juicy and flame-grilled with the NEW BK SUPER SEVEN INCHER

When it comes to blatantly using sexual innuendo in your advertising, this is the print ad equivalent of the “Two Girls, One Sub” video that Quizno’s may or may not have been behind.  Burger King’s ad agency, Crispin, Porter + Bogusky is known for edgy, attention grabbing ads. When they succeed they soar, but when they flop, they usually crash and burn, generating tons of backlash and negative attention.  They don’t shy away from controversy, and they seem eager and ready to use sexual innuendo whenever possible.  However, CP+B is focused on BK’s domestic marketing.  Copyranter has updated his original post to say that CP+B is NOT responsible for this ad.   It appears the ad is running outside of the United States – Fast Food News says it’s a new menu item in Singapore area restaurants, while also remarking:

We’ve seen more suggestive advertising, to be sure, but this one just seems to be poorly executed AND in bad taste (and probably tastes bad, too).

I’m with Fast Food News on this one. Not sure why the people who designed this ad thought it would “work.”  Sure, it’s getting attention, but all negative. Even if it helps sell the sandwich in Singapore, it may provoke a backlash in the United States. Every time you get press for one of these ads, an offended mother is that much less likely to take her kids to Burger King.

On a total side note, this ad campaign does hilariously match-up with Burger King’s “It Just Tastes Better” slogan.

Related: Something that will leave a better taste in your mouth BK Unveils the Burger King Angry Whopper 

34 Responses

  1. Bear Silber

    I HATE this ad. I’ve seen popping up all over the place and it’s becoming the “black sheep” but that just continues it on…and by them doing in only in a small market out of the US they feel they don’t have to be held accountable but they still get the press.

    This is honestly one of the worst ads I’ve ever seen. Funny is one thing but when there’s no humor just innuendo it comes off, to me, as irresponsible and ignorant.

    I’m not trying to be an angry, ranting commenter that gets his underwear in a bunch and I know some people will say, “chill out” or “it’s just a joke” but still I think it’s pretty tactless.

    Reply
  3. Brian

    I heard about this on a local radio station this morning. I knew it was just a matter time before I saw something here.

    It’s a lame ad if you ask me. It looks like their more interesting in selling sex than they are the burger. You have to look at the small print at the bottom of the ad to see what’s on the burger. And the lady hardly looks interested in putting it in her mouth.

    Reply
  4. Woot

    I can assure you that this ad’s copy wasn’t written by some old, pervy male.

    It was done by a heterosexual 25 year-old female in Singapore.

    Loosen up, folks. After all, the clients have the final say in the direction of the ads. Don’t blame it on the poor ad agency.

    Reply
  5. Skiff

    Who are they advertising too?

    I sure don’t want to eat overtly phallic food.

    Reply
  6. jestergoblin

    This is genius.

    It’s a new product launch disguised as a rogue advertisement. Instead of actually having to pay money to put this ad places, they’re getting so much free publicity off of this.

    Every time a blog mentions this ad they show it. This is far more successful than any traditional advertising campaign.

    Reply
  8. Sir BuzzKillington

    @jestergoblin

    going to have to disagree with you somewhat… who cares about impressions if they are negative?but more so, if the ad doesn’t motivate someone to make a purchase, publicity is useless. i wonder if anyone who has posted a comment on this post has purchased this product based on seeing this ad? several of my friends have already forwarded me this ad, but i cant say one of them has actually tried one…

    Reply
  9. shatraw

    at first i wanted a economical sandwich. now i want fellatio!

    bravo, synergy, you’ve done it again.

    Reply
  11. brad

    wow, what a bunch of politically correct commenters. I think it’s slightly humorous, and not offensive, and I really really wanna eat one

    Reply

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