SUPER BOWL AD: Burger King and the Big Song and Dance
Brand: Burger King
Execution: TV
Link: Click Here To View
Target: Burger Guys
Reviewer: David
Rating: **
Description:
A musical number featuring the ‘Whopperettes’ this fifties style reenactment constructs a burger with women flopping down one after another dressed as bun, lettuce, burger patties, etc. They sing a modernized version of the ‘have it your way’ song. The end number where the burger king number is done to a burlesque theme.
What Works:
We like two things about this ad – it continues the ‘Have it Your Way’ theme that was the heart of the last successful Burger King campaign two decades ago. And it has good branding which is certainly Burger King and will not be confused with competitors -or anything else on this earth.
What Doesn’t:
The past year of pointless Burger King advertising continues with a twist. This advertising has been very critical of the “King” ads which attempt to turn the Burger King into your best pal (or a stalker depending on who’s watching). These ads are intended to stimulate ‘buzz’ -which they do – but do not link to any value proposition for Burger King. This ad is more ambitious because it attempts to tie the strings together (and if the viral BK campaign featuring Brook Burke is to be believed, marry the King off in the process). Here we see the classic BK theme song, a production number meant to bring us back to the golden age of burgers along with the King. The problem is that it is just too much. The whole production falls down under its own weight, spinning out-of-control into confused irrelevance. All the while trying to promote the dying icon of past glory – the Whopper – when the market is heading another direction and Wendy’s is already doing a good job capturing the diehard burger guys.
Branding Bottom Line:
Just get us out of the way when that Whopper comes crashing down.