The Whopper Neutrality Ad is a Political Push from Burger King
Justin Lam — January 26, 2018 — Marketing
References: theverge & fastcompany
The Burger King Whopper Neutrality commercial may be strangest and most poignant commercial the fast food chain has ever produced. The concept focuses around the idea of paid prioritization and uses actors and real customers to produce the message. In the commercial, actors playing Burger King employees explain to customers the idea of fast and slow lanes by placing chicken-based items in the fast lane while slowing down access to whoppers by placing them in the slow lane. This commercial has already drawn quite a bit of attention as the debate and fight for net neutrality remains persistent.
The Burger King Whopper Neutrality ad is the first of its kind, as fast food chains rarely dabble in political issues. While thoroughly entertaining, the ad also accomplishes an incredible understanding of the issue and presents it in an understandable and disputable way. While Burger King has not directly announced a stance on the issue, it seems as though this commercial is enough proof to show its position. Ads like this are becoming increasingly popular as consumers prefer to spend money at establishments with aligning views.
The Burger King Whopper Neutrality ad is the first of its kind, as fast food chains rarely dabble in political issues. While thoroughly entertaining, the ad also accomplishes an incredible understanding of the issue and presents it in an understandable and disputable way. While Burger King has not directly announced a stance on the issue, it seems as though this commercial is enough proof to show its position. Ads like this are becoming increasingly popular as consumers prefer to spend money at establishments with aligning views.
Trend Themes
1. Political Fast Food Ads - Fast food chains are increasingly releasing political ads, which presents disruptive innovation opportunities for ad agencies to create campaigns that convey complex ideas in a simple way.
2. Net Neutrality Campaigns - As the fight for net neutrality persists, creating campaigns that portray the impact of paid prioritization can be a disruptive innovation opportunity for creative agencies.
3. Issue-driven Marketing - Issue-driven marketing is becoming increasingly popular as consumers prefer to spend money at establishments with aligning views, creating disruptive innovation opportunities for businesses to craft socially conscious advertising.
Industry Implications
1. Fast Food Industry - Fast food chains like Burger King can create disruptive innovation opportunities by creating political ads to draw attention and incite conversation around sensitive issues.
2. Advertising Industry - The advertising industry has the potential to disrupt traditional advertising methods by creating politically charged campaigns that strike a chord with consumers.
3. Socially Conscious Businesses - Socially conscious businesses that align with their customer base's values can create disruptive innovation opportunities by creating issue-driven marketing campaigns.
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