Blind bravery or just fitting the mould?

There is no doubt that Burger King’s new American based campaign is brave, disgustingly so. But is bravery everything in advertising? Or are they just trying to fit the mould?

It leaves you with a feeling of unease, the type that sits low in your stomach. You can imagine biting into this mould-laden snack. The fluff of the green bun pressed against the top of your mouth, as the now, slightly damp earthy smell radiates through your nose.

As you tear away the first bite, your stomach turns, and the rancid meat juice that remains fills the rest of your mouth. Spores of mould line your lips, as the furry bite is slowly forced down your oesophagus. You breathe out as your teeth join together, the spores fly like dandelion seeds blowing across a meadow.

Your body begins to gag in repulsion as the burger in front, resembling that of wet dirt, starts to break apart in your hands, crumbling as the wilted lettuce and tomato juice drips down your hands into your sleeve.

You now have food poisoning.

Burger Kings ad is an interesting move. Brave? Yes. But bravery isn’t everything when it comes to advertising. Sometimes what it comes down to is enticing consumers into making a sale. The mouldy burger is anything but enticing.

Perhaps it is a play on the McDonald’s burger that did not show signs of rot after six years.

However important it is to the consumer that their food is preservative-free, I somehow don’t think Burger King’s target audience is focused on fewer additives. I think what they are focused on is guilty pleasure foods when they’re too drunk to give a fuck about what they eat.

So, did this campaign inspire you to walk into a Burger King? Or will you, like myself, be postponing your lunch.

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