Burger King gives guys Whoppers

Yeah, the above image is from a Burger King commercial.

BK, the notoriously secondary burger joint in America, has been trying for years to keep its target away from McDonald's and other fierce, heart-disease inducing rivals. That target? Young-to-middle aged hard-working sex-obsessed men.

It has come to the point where BK's ads are obvious, shameless grabs for the attention of the Homer Simpson and Glen Quagmires of the world. Some of the ads challenge the target's masculinity (the Angry Whopper, anyone?). Others include subtly sexual imagery, which has progressed to outright innuendo.

In 2006, BK unveiled the Whopperettes in time for Super Bowl XL:

Needless to say, most of us would like to take a bite out of that sandwich.

One year later, the New Zealand Advertising Standards Authority pulled two BK ads on the grounds that they violated Advertising Codes of Practice in that country. See for yourself:

It's so big, they have to share it, too.

"Burger King has never intended to offend," said Marketing manager Megan Denize. "The ads are a light-hearted reflection of the cheeky nature of the Burger King brand. Burger King is a brand that prides itself on not taking itself too seriously. Our customers value not only our great tasting food but also our fun attitude."

Undoubtedly, at least 50% of the population values their fun, girls-bouncing-on-a-trampoline attitude.

Finally, we have BK's latest effort, this time in print. This one brought to my attention by my good friend, Danielle.

Failed tag lines for the Super Seven Incher ad? I'd guess:

• BET YOU CAN'T TAKE IT ALL

• THAT'S ALMOST 2 INCHES ABOVE AVERAGE

• FOR MAXIMUM PLEASURE...

• NOW WITH SECRET SAUCE

and of course

• SHUT UP AND SWALLOW

You've got to appreciate the King's efforts to grab hold of it's target. While McDonald's continues to become a global this-that-and-the-other-thing restaurant and Wendy's panders to those hit hard by the economy (it turns out Threeconomics is still not a college course), BK is sticking to the horny male segment of the population.

And even if they don't continue to sell their cardiac arrest on a bun, there's always the cologne market.


Have it your way, baby.