Various world food groups and human rights groups have denounced the ads , created by Crispin Porter + Bogusky, calling them ignorant and offensive, amongst other things. The word "colonialism" and "orientalism" have also popped up a few times.
Some industry people believe the ad campaign is merely to create controversy. Clearly, BK underestimated the level of negative reaction that would be generated. Like Dunkin’ BK already has a strong brand. A controversy about its ads exploiting ethnic groups could never be thought as being in line with its brand strategy.
I am thinking more about Whoppers today than I normally do but I’m also thinking of Burger King in a completely different light – one that is neither positive nor appetizing.
In a world of ever-growing political correctness is it safe for powerful brands to go out and push the boundaries or is this solely for the ‘new brands on the block’ that have less to lose? Will you always be upsetting somebody no matter how you advertise, or are there just certain boundaries that you don’t cross?
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