I like commercials. Most people leave the room when a commercial comes on, but I turn up the volume. I appreciate the artistry needed to manipulate the public into purchasing a product in less than two minutes. And while I absolutely revel in the inventiveness of Burger King’s new “Whopper Virgins” campaign, it also leaves an extraordinarily bad taste in my mouth.
The campaign introduces us to people from various isolated groups–Transylvanian, Thai and Greenland villagers–who have “never seen a burger; don’t know what a burger is.” They have never seen a Whopper, have no concept of the Big Mac and, therefore, can offer the purest taste test in the world. Sure, the ad intones, “The Whopper is America’s favorite,” but what will these neophytes choose? It’s brilliant! It’s genius! It’s evil!
Ok, so evil is clearly overstating it, but in this post-”Super Size Me” world, it’s almost immoral to introduce cultures ignorant of fast food to the artery-clogging fare. I’m not denying that fast food is delicious and iconic and fine to eat every once in a great while, but in this case, ignorance is bliss. At least for your liver.
The WhopperVirgins.com website is wonderfully/horribly insidious in that it presents the entire undertaking as some form of appetite anthropology. “This is real science, folks!” they seem to be saying. And, in fact, in a way it is. There is a scientific method to this madness. There is also an Art Director, but it’s science nonetheless. They’ve even developed a custom-made portable Burger King broiler so that the Whoppers would taste as authentic as possible.
The Burger King film crew talks about how amazing it is to see people who don’t even know how to go about eating a burger, declaring “We live in America were a hamburger is consumed, like a, like a staple.” But that is not a good thing! If I could eat fast food everyday without destroying my body, I would. A McDonald’s cheeseburger, a Taco Bell Nacho Bell Grande and some Burger King onion rings would make my day. But, I know that I can’t do that, or I’d be grande myself.
Just look at the rising obesity statistics in countries, like China, that have just recently embraced fast food corporations. As Worldwatch Institute points out, “Ironically, as the governments of developing countries struggle to reduce malnutrition in their nations, they now simultaneously find their health resources taxed by obesity-related diseases.”
Everyone has free will and can choose what they will do with their bodies in the end, but still it seems somewhat irresponsible for Burger King to offer such a tasty temptation to peopIes blissfully ignorant. I must say, as much as I love McDonald’s, and I do, it was heartening to see that many of the Romanian villagers quickly moved away when offered a taste of burger and that one Greenlander said he preferred the taste of seal meat to the Whopper.
But, perhaps the most telling piece of film is when the Burger King crew shared a traditional Thai meal–full of vibrant red and green produce–with the villagers and raved about it. When was the last time you raved about something you picked up at the drive-thru?
posted December 8, 2008 at 7:20 pm
The Hmong Thais in this commercial are NOT as “pure” as BK wants all of us to believe. BK is exploiting the stereotype that the Hmong are no more than primitive “tribesmen”, and therefore they have no concept of a burger. Far from it. The Hmong? in Thailand drives Toyota Tundras, and can very tell the difference McDonalds and Burger King! Both chains can be found in downtown Chiangmai! Yes, the Hmong DO have a word for “burger,” it’s called “Ber-Gerh,” in Thai. Hmong Thai have TVs too.
posted December 8, 2008 at 11:57 pm
Wow, that’s the most ridiculous thing I’ve ever heard. They aren’t feeding them heroin or cocaine where one little taste and soon they can’t help themselves. Where would they go to get a burger anyway if their normal life causes them to be burger virgins? They wont move to get more fast food.
Original poster needs to learn to pick battles. Who would care if you’re upset about anything if this will upset you. Ever heard of ‘the boy who cried wolf’?
posted December 9, 2008 at 3:55 am
When I first saw a Wopper or BigMac…it’s like what is it? I di not even know what to do with it…my American friend had to show me how to eat it! It’s too big, can’t eat it…so I choose a regular Hamburger…it taste funny at first, after you finished one, it’s kind interesting taste. It take me about a year, to get enough courage to try a Wopper! After a dozen or so hamburgers, Wopper taste better! Big Mac taste different, but it’s about the same. Tehse day, I tried to stay away from Burgers and Fries…but once in a while I “eat” one…once a month or so…
Oh, yeah about the commercial… great ideas guys! does’nt make me want to go and get a Wopper or BigMac right away…may I’ll try 1 next week…just to see if it stilltaste like I remembered it!
posted December 18, 2008 at 2:31 pm
From Forbes, a real media source: “In keeping with BKC’s philanthropic philosophy to give back to the communities in which it lives and works, at the conclusion of each taste test, Burger King Corp. worked cooperatively with local authorities to make donations, tailored specifically to benefit each individual community that participated in the ‘study’ and make a lasting contribution in each region. The company donated educational supplies and children’s toys in Thailand and Greenland that will benefit local schools and increase learning opportunities for children. In Romania, the company helped fund a restoration of a 17th century church, which will enhance one of the community’s central gathering places.”
Keep getting your politically correct angst all riled up, though. We wouldn’t want funny commercials on tv.
posted December 21, 2008 at 1:56 pm
I certainly think the Whopper blows the Bmac away. McDonald’s must be behind the complaining. They know their burger can’t compete with the whopper and they play the “politically correct” card. Very sad..
posted January 13, 2009 at 5:39 pm
summary:white guilt white guilt white guilt white guilt
and i’m asian
seriously, it’s a burger, relax. it’s not like we’re giving them small pox infected blankets. Also, eating one damn burger is not going to clog your arteries.
And the charges of cooperate imperialism? please, that’s just stupid. Are we slaughtering these people and taking their land? no! It’s a burger for a stupid advert, so just relax. I’m also liberal, so HA!
posted May 14, 2010 at 8:58 am
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Jeff Mainfield
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Anete Hakkinen
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