Thursday, August 21, 2008

an ad campaign gone too far?

A friend recently pointed me to a series of illustrated ads for Burger King that she found disturbing. While the comments on the Idea Sandbox (great site, by the way) had a lot more to do with the apparently sexualized nature of many of the ads, I don't know that I necessarily mind that. The illustrations are amusing, very detailed, and I find them kinda funny.

What I wonder about is this: what is their thing against onions? And why do they seem to obsess about pickles so much?

Out of four ads that I've seen (there are a couple of holiday ads I didn't check out), all of them involve onions either as evil dictators (see the Sniper ad) or as victims of humiliation and/or murder (see the Airport and Halloween ads). And the pickles, somehow, are the aggressors in all this. What are they saying about pickles?

All silliness aside, I don't know how I feel about this campaign from Burger King. I've appreciated the up-front approach it takes to many of its in-store campaigns; for example, the taglines on their packaging, noting what an amazing experience you're going to have eating this burger, is always a fun read. But many of their other campaigns, including this one and ANYTHING involving The King, just leave me cold. I guess it's a good thing I don't like fast food.

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