The Blank Whopper Teaches Individuals the Importance of Choice
Ellen Smith — October 8, 2018 — Lifestyle
References: burgerking.br & adsoftheworld
Once again, Burger King is using The Whopper to teach an important lesson in a new ad campaign titled 'The Blank Whopper.'
The ad is set in Brazil, where voting is mandatory, and features interviews with numerous individuals on the street. Most of the interviewees are complaining about the candidates in the upcoming election, stating that they'd rather vote 'Blanco' - an option on the ballot essentially meaning 'Pass' -than for one of the candidates. The fast food chain then offers the interviewees a Whopper Sandwich, which is missing some key ingredients. The Whopper's label informs the viewer that "The blank Whopper was made with ingredients chosen by someone else." The importance of making an informed vote is then enforced with the tagline, "When you let someone choose for you, you can't complain about the results."
The ad is set in Brazil, where voting is mandatory, and features interviews with numerous individuals on the street. Most of the interviewees are complaining about the candidates in the upcoming election, stating that they'd rather vote 'Blanco' - an option on the ballot essentially meaning 'Pass' -than for one of the candidates. The fast food chain then offers the interviewees a Whopper Sandwich, which is missing some key ingredients. The Whopper's label informs the viewer that "The blank Whopper was made with ingredients chosen by someone else." The importance of making an informed vote is then enforced with the tagline, "When you let someone choose for you, you can't complain about the results."
Trend Themes
1. Informative Marketing - Disruptive innovation opportunity: Using creative campaigns to educate and inform consumers about important topics.
2. Consumer Empowerment - Disruptive innovation opportunity: Empowering consumers to make informed choices and decisions in various aspects of their lives.
3. Importance of Choice - Disruptive innovation opportunity: Highlighting the significance of individual choice and its impact on personal and societal outcomes.
Industry Implications
1. Fast Food - Disruptive innovation opportunity: Developing unique marketing strategies that promote social consciousness and engage customers in meaningful conversations.
2. Political Campaigning - Disruptive innovation opportunity: Leveraging unconventional methods, such as partnering with brands, to encourage citizens to be active participants in the political process.
3. Education - Disruptive innovation opportunity: Integrating informative and thought-provoking messages within advertising campaigns to promote critical thinking and knowledge acquisition.
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