I’m not entirely sure this post belongs here. It’s just that I’ve noticed (and not just recently) that Burger King’s (BK) ad campaigns have been geared strictly toward men. I’m saying this in comparing them to McDonald’s, Wendy’s, Dairy Queen and, heck, even Jack in the Box, all of which at least strive to encompass a broad range of people.
Not so with BK. From their giant plastic-headed (and scary) dude dressed like a king to their latest “Manthem” ad, they assume through their advertising that women aren’t really who they want to eat their food. Not that anyone should, quite frankly.
The Manthem starts out poorly – mocking Helen Reddy’s I Am Woman by the uninspired replacement of woman with man, proceeding to encourage guys to stand up, shove the “chick food” and head to BK for an artery-clogging Texas Double Whopper. It claims a real man wouldn’t eat quiche (a whole ‘nuther insult, actually). In fact, a real man would only eat at BK.
Now that I think about it, this particular ad is rather dreadful toward both men and women. To women by dismissing them outright and to men by including lyrics such as “I am incorrigible”, suggesting that all men are bad and not able to be reformed or that all men think women want to fix them by making them eat “chick food.”
I can’t figure out why BK continues to put out these horrendous ads. I also can’t figure out why any guy would be persuaded by the Manthem.