I’m pretty sure I am in love with the person that came up with the idea for this commercial

Oh, Burger King. Why do I spend so much time thinking about you? I haven't set foot in a Burger King in many years, but their marketing team! That is who I truly love. I'm sure they would love me back if I had a gaggle of kids. Or if I was a doughy twenty-something guy who didn't know how to cook. Alas, I am neither of those things. I will have to love them from afar.


Seems this new commercial of theirs is getting a lot of attention. People either love it or hate it. But even the haters are generating more attention for it. That is viral gold. If you go viral, you have to not be afraid of alienating some people. Look, I am sure that a bunch of you hate this ad because you think it's too racy for your kids. Have you ever actually watched Spongebob? Maybe you should. He is a bit of a dirty birdy himself, I am told. The key is that the kids don't get the adult parts. Just like all the cartoon movies that do the same thing; they want the parents to be drawn to the movie too.

Honestly, based on some of the comments I've read about this commercial, I'm wondering if people just want something to get mad about. Is this just the minority? I don't have kids so conversations about this type of thing don't come up much. I'm speechless (hah, as if!). Anyway, to the outraged people...sorry, I have to unload. <soapbox> If people want Mayberry, they should start by getting rid of cable. Otherwise, you might have to actually have "uncomfortable conversations." When I was about 6, I asked what "the birds and the bees" meant because I heard the phrase on The Partridge Family (not coincidentally, it was Danny that used it). And the answer I got was overkill. Let's just call it that. But I am not traumatized. It's not like it wasn't something I was going to need to know about in life. Seriously, it was all any of the kids could talk about in junior high. Anyway, I am so totally seeing why so many people buy anti-bacterial hand gel, which I don't understand (Woohoo! Now the funk on your hands is clean funk. Go wash your hands fool!). I'm not saying you should lick the arm rest on an airplane seat. But a little bacteria is good for you, people! I'm not saying that we should expose kids to everything. But a Burger King Commercial? About square butts? In the words of my 4 year old neighbor "Guys, seriously?". Don't ruin the fun for the rest of us. </soapbox>

So I still think that the King is a little creepy with his tiny, femme-hands and shiny head. But now he is the kind of person I would like to hang out with at a party. OK, so he got his turntable skills at a needlepoint convention ("not that there's anything wrong with that"). His previous advertisements weren't intended to appeal to me. But this one? I like irony. And that song came out during my glorious, drunken college days. And my butt seems to be getting a little squarer every day. Yours? OK, I kid.

I don't have to go out on a limb to predict that BKs ad team was targeting the commercials to the people that actually make the purchasing decisions (many of whom are a lot like me, except with kids). The kids already love Spongebob. Now mom and dad are singing something about phone book implants. So you have a campaign that appeals to the whole family. And it's spreading virally? And it includes a song that you can't get out of your head? Advertising awesomeness.

"Spongebob, I wanna get witcha, cause you're making me richa"





Comments (8)

  1. Joe Enos says:

    Great stuff.  BK has made some pretty creepy stuff lately – my favorite is the one where some guy wakes up and finds himself in bed with the king ( http://www.youtube.com/watch?v=x4_5qoy4oaQ ).  That, and the tray liner you wrote about a few months ago – I know you didn’t care for it, but I just find the concept of a pickle giving a cavity search to an onion hilarious…

    Quizno’s seems to be doing everything they can to be creepy as well – their "torpedo" campaign is pretty twisted.  I’m surprised that stuff is being aired on TV at all.  But it is very funny.

    But it does make me glad I don’t have kids – I certainly wouldn’t want to have those conversations…

  2. roger4000 says:

    this is really a good commercial. its funny and apeals to a lot of different taqrget audiences.

    who made this is a marekting mastermind.

  3. Programmerman says:

    I was visiting friends when this ad came on the TV. We were having a nice conversation about something or the other which completely ceased once this started. We just watced it. About the only response we could come up with was "That was creepy." The TV wasn’t up loud enough to hear everything, which made it even more creepy.

  4. egcarter says:

    It’s refreshing to see ad agencies (and their clients) with senses of humor and panache.   Great spot (especially in HD).  Long time no see, Sir Mix-a-Lot!

    Seems that lots of the clever, fun spots are for fast food campaigns, too.  Jack in the Box, Taco Bell, Wendy’s, even McD’s.

    BTW, love the well-formed XML, Heather…

  5. Michael Favro says:

    I just saw this ad over the weekend and I thought I was going to wet my squarepants!    I loved the song then, and I love the re-tooled lyrics and video!  And the Mix-a-lot cameo is priceless ("Booty is booty…").

    I agree that kids don’t (always) get the adult parts.  Well, they get what they know, and you hope that they only know certain things at certain ages.  While it’s hard walking the line between over-information and under-information, you really should welcome the "uncomfortable conversations" regardless the age.  Otherwise, they get their (mis-)information from their friends.  And you really don’t want that.

    Although, sometimes you just have to convince your 9 year old that the lyrics are "(She’s Got) Skittlez" instead of All-4-One’s actual "(She’s Got) Skillz" so that she’ll convince her 5 year old sister that "(She’s Got) Skittlez" so that you don’t have to explain to either of them what "Skillz" "she" got!  (I’m sure they know the truth by now.  Hopefully they forgive us.)

  6. Todd Klimek says:

    Has anyone seen the animated gif floating around which has (and this is totally very NOT correct) the King doing a drive-by on Ronald?  Over the top….but funny in strange way…  :-0

    Todd in Chicago

  7. HeatherLeigh says:

    Programmerman, can you define the type of creepy? I think I may agree with you but for some reason, I enjoyed it. Oh, please hold…my therapist is on line 1.

    egcarter – I have to admit I wouldn’t know xml if I ran into it. My blog does all that.

    Michael – I believe that if you wet your squarepants, your sponge will take care of things. I am looking for an opportunity to say "booty is booty".

    Todd – haven’t seen it but I think I get the idea. 🙂

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