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Crispin brings BK food to the unenlightened
Nothing speaks to modernity—nay, civilization—quite like the dollar menu. Crispin Porter + Bogusky is kicking off a new Burger King campaign that seeks out "Whopper virgins," those poor souls who haven't yet sunk their teeth into mass-produced meat. Crispin is returning to its familiar reality-TV conceit to capture reactions of those tasting a Whopper for the first time. (Go back to the well much, Crispin?) Naturally, it's hard to find many Americans who fit the bill. So, like any good colonialist, Crispin is traveling the world to enlighten the savages about the wonders of fast food. The site promises jaunts through rural Romania and the tundra of Greenland. Bonus: the subjects will dress in their native garments. Griner makes a practical objection: how does Crispin plan on getting fresh burgers to these remote places? The Inquisitr finds the whole thing deeply offensive. I'd say it's more embarrassing and emblematic of how ignorant Americans still seem to the rest of the world. —Posted by Brian Morrissey |
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December 1, 2008 in Burger King, Crispin Porter, Morrissey | Permalink |
Comments
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It's a smart idea. Taking the marketing out of the equation and see who wins on taste. Maybe a bit tacky on the colonialist tip, but that shouldn't ruffle the target audience's feathers a bit.
Crispin haters -- go back to the well much?
Posted by: D-Budd | Dec 1, 2008 12:49:33 PM
Brilliant thinking, D-Budd: this ad is taking marketing out of equation the same way reality TV shows are "real" or, to the same extent that United Colors of Benetton really represents diversity.
I am really curious about who "won on taste" in the global competition where exotic "others" wear their national clothes while tasting Whopper. (hint: no one wears their national clothes anymore. they wear jeans sold to them much earlier by some other American company).
Posted by: ana | Dec 1, 2008 1:34:49 PM
I never said this effort wasn't marketing, dum-dum. What I'm saying is this: Finding people who haven't been touched by fast food ads and letting them judge the food by its taste is a smart angle and makes a ton of sense for the Whopper, whose brand position against the #1 Big Mac lives and dies on taste.
I agree, the execution is far from unassailable. Obviously, if it's fake it's lame. Other details of the production are cheesy and tone deaf; but while you and I might care about that, BK's target won't.
Therefore: smart.
Posted by: D-Budd | Dec 1, 2008 2:10:09 PM
Looking for people who haven't tried a whopper? Didn't they do that in 1980's? "Herb"?
Yeah, But Crispin is doing it this time. It'll be hip and cool. And digital
Posted by: Art | Dec 1, 2008 2:22:19 PM
I'd hate to be in the same yurt with someone the night after they eat their first two fast-food hamburgers.
Posted by: David Griner | Dec 1, 2008 2:37:05 PM
Do you really think that people in the "second-world" (e.g. Romania) haven't been touched by fast food advertising?! I grew up in Serbia - which neighbors Romania - and (hate to ruin your world-view) we had American television, commercials included, for a really really long time. (and no, we haven't watched it in our national clothes).
people from "obscure" cultures are portrayed here as scenery for a hamburger, and not as real societies exposed to media and advertising.
the most offensive part however is the CPB thinking behind the campaign: since BK target are "ignorant" teen boys, who cares.
very smart indeed.
Posted by: ana | Dec 1, 2008 3:17:10 PM
The farmers in Romania do actually wear traditional garments and most know what a burgers is since they all have satellite tv
http://www.manuelaoprea.com/romania/album/
Posted by: manuela | Dec 1, 2008 3:25:41 PM
really? serbians don't wear that stuff - the only place you can find it is in ethnographic museum. but yes, they do have satellite tv.
Posted by: ana | Dec 1, 2008 4:15:56 PM
ana, you have a way of putting words into my mouth and projecting assumptions into my head that make you no fun to talk to.
Posted by: D-Budd | Dec 1, 2008 4:34:06 PM
um?
you: "Finding people who haven't been touched by fast food ads and letting them judge the food by its taste is a smart angle and makes a ton of sense for the Whoppe"
my response: those people are touched by advertising even if you think they are not.
you: "...but while you and I might care about that, BK's target won't"
my response: it is offensive to think that the BK target won't mind this stereotyping.
I am sorry that you are not enjoying the argument. I wish you found it less unpleasant.
Posted by: | Dec 1, 2008 4:57:13 PM
Blah blah blah.
Me: People who haven't been touched by fast food ads exist.
You: You're obviously talking about Serbs, who, according to "your world-view," wear outdated outfits and have never heard of TV.
My personal world view, of which you know nothing, has nothing to do with this argument. But that didn't stop you from characterizing it in an absurd and condescending manner.
Are you really saying that nowhere on the planet are there people who haven't seen fast food ads? Because I bet there are. Maybe not in Serbia. But possibly in Serbia. Possibly also in Detroit. Who knows? (For the record, "who knows?" is a key part of my personal "world view.")
As for your latest point -- what you call "offsensive," I call "tone deaf." Maybe we disagree on the degree, but I don't think either of us are arguing that cultural stereotyping is a wonderful thing. I only argue that it represents an accurate assessment of the target ("smart") -- an attitude which you seem to find overly cynical. You're right that it's a shame, but that doesn't make it bad marketing.
Posted by: D-Budd | Dec 1, 2008 5:56:55 PM
Oh, and sorry about the "blah blah blah" -- I typed that first and meant to delete, but forgot. It's rude and dismissive. I really don't mean it. Sorry.
Posted by: D-Budd | Dec 1, 2008 5:57:41 PM
CPB loves to fake this kinda stuff. Im sure you'll recognize these actors in all kinds of commercials. Don't take it so literally.
Posted by: Obvious | Dec 1, 2008 6:07:35 PM
Ha, this is AMAZING!!!! CPB keep coming up with brilliant ideas that everyone is so jealous of, they turn into haters. If you all weren't jealous, why put in so much time hating?
Posted by: john | Dec 1, 2008 9:42:14 PM
I think this ad campaign is orignal and halarious. The Burger King "reality" commericals produced by Crispin are sometimes more entertaining than the reality shows on TV. Crispin does a great job at making Burger King appear to be "hip".
Posted by: Joey S | Dec 1, 2008 10:08:47 PM
I think this ad campaign is original and hilarious. The Burger King "reality" commercials produced by Crispin are sometimes more entertaining than the reality shows on TV. Crispin does a great job at making Burger King appear to be "hip".
Posted by: Joey S | Dec 1, 2008 10:29:49 PM
Hilarious? Maybe. Original? Not so much.
Mr. Morrissey pretty much nailed it when he noted that Crispin has reused the "familiar reality-TV conceit" one time too often -- and not just for Burger King. Think about the Coke Zero hidden camera campaign with the lawyers. Or any number of commercials for Truth.
Despite what unabashed ass kissers like D-Budd, john and Joey S would have you believe, pointing that out doesn't make one "a hater." (Funny how every time someone offers a reasoned, reasonable criticism of Crispin's work, some fan boy, feeling his world view has been called into question, inevitably brands that person as a hater.)
Face it: If any other agency kept repurposing the same gimmicks and themes (like Manthem for Burger King -- or was it Man Laws for Miller Lite?), they'd be called on the carpet. But Crispin gets a free pass. Why?
And for the record, I admire much of their work -- including "Whopper Freakout" and the Coke Zero stuff. But they've had their share of flops, too. Much as I hate to break it to Joey S, et al, they are only human, just like the rest of us. Deal with it.
Posted by: Skip Banks | Dec 2, 2008 9:33:33 AM
Hey Skip, can I see a link to your reel? I'd love to see your work.
Posted by: John | Dec 2, 2008 11:02:33 AM
This is VERY different than Coke Zero and Freakout. Those were hidden camera jokes. This is a documentary.
Posted by: John | Dec 2, 2008 11:04:12 AM
John, did I in any way, shape or form suggest that my reel was superior to Crispin's? Of course not. I even said that I admired much of their work. But, of course, that's not good enough for a lickspittle like you. What a convenient way to deal with criticism: If someone says something you disagree with, attack their "credentials" rather than their actual criticism. Good luck in the real world, John.
By the way, even if the Whopper Virgins is not, in fact, a "hidden camera joke," both Coke Zero and Freakout -- as well as a number of the Truth commercials -- were. So my basic criticism is still sound.
Back to you, John.
Posted by: Skip Banks | Dec 2, 2008 11:55:27 AM
You know, I can feel the terror.
You work at Crispin. You get a big idea through. You go on a global shoot. You've got Stacy Peralta. People are talking titanium. You've already got in in your book. You've got a hilarious anecdote to tell your friends at the shows.
Then this.
Some blogger fuckwads decide it's "culturally insensitive."
The negative buzz penetrates into the industry press.
You try your hardest to stop this by putting REALLY CLEVER, POSITIVE POSTS on the blogs. To no avail.
And titanium turns into an integrated silver.
Don't worry, boys. Silver is better than bronze.
Posted by: Uh-oh Spaghetti-o's | Dec 2, 2008 2:16:23 PM
They're targeting lower income Americans who are hurting for cash right now and worried about the future. I think the target will notice that Burger King has pumped a ton of money into this frivolous ad campaign when they could have attempted to help their own country.
Posted by: Tricina Elliker | Dec 2, 2008 3:30:34 PM
Crispin, going back to the same well yet again. I hear you.
Seems to be a problem with American agencies as they are get big. Remember how Wieden just kept doing non-real, fictitious spots shot on film for Nike?
And Cliff Freeman in the 1990s. Man. Funny, funny, funny. Over and over again. Always relied on funny.
Come one people. Somebody made a moving picture marketing pitch and called it a commercial in the early 1950s. It's been done. And I've seen at least a couple of people rip off the idea of advertising on the internet with hopes of going viral on the cheap already. Move on! Go invent your own replacement for the internet, you hack, rip-off loser!
Or, at least, connect with your audience in whatever media form, engage them in an entertaining or enlightening way, and leave them loving your brand like...hey! This campaign does.
Congrats and enjoy the hardware. You earned it, boys!
Posted by: Jürgen | Dec 2, 2008 6:27:55 PM
"I'd say it's more embarrassing and emblematic of how ignorant Americans still seem to the rest of the world."
You know what's ignorant? Generalizing all Americans as racist and backward. I couldn't agree more that these ads are highly insensitive, but please do not make broad conclusions about an entire country based on the content of it's advertising. Are their ignorant Americans? Absolutely. But to say that an advertisement shows that a country is ignorant and unaware of the world just shows how ignorant the author of this article is to a large portion of the United States. I do apologize if I seem frustrated, I simply feel it is often all to allowed to use the United States as a whole as a punching bag when the worlds real frustrations are with a small minority of the country and our elected leaders.
Posted by: Sam L | Dec 3, 2008 9:07:33 PM
C'mon folks, this is a clever and original idea. Everything is derivative in some way, and this is no exception. But going to the ends of the earth for the campaign is a great twist. The whole documentary theme, from the music and locations, to the great Neil Ross voiceover is brilliant. And as for the insensitive tag - these are rural people, not isolated tribes of indigenous people with no contact with "civilization". Nor are they starving. Offended? Too bad. Get over it.
Posted by: McCoy | Dec 4, 2008 8:23:50 AM
Sam,
That's not what I meant. This type of stuff sends the incorrect image of ignorant Americans. That's not the reality. This is a big, diverse country. Unfortunately, our advertising trends toward the lowest common denominator. That's unfortunate.
Posted by: Brian Morrissey | Dec 4, 2008 11:25:34 AM
Your use of "enlighten the savages" and "ignorant Americans" make you look like the bigoted one. Just because people live away from major population centers does not make them ignorant. Besides there is nothing icky in a whopper - beef, bread, pickles, tomatoes, lettuce. It does not seam like an ambush media event. I wonder what they think of the taste between the two hamburgers.
Posted by: Bill | Dec 4, 2008 12:49:38 PM
As much as I dislike CP+B and their inflated egos, I have to say I laughed when I saw these spots during last weeks football games. Whose offended? People that don't appreciate good thinking?
Posted by: jackson | Dec 4, 2008 11:02:57 PM
lol... if only those people knew one of the biggest reasons they were so poor was because of huge fast-food giants like them... the meat they are biting into was fed with grain that should be feeding their starving children...
Well done Burger King.
Posted by: shannon | Dec 5, 2008 5:25:27 AM
okay... am i the only one who finds this ad ridiculous? however, i am very curious of the outcome. but it seems too biased to prove that one burger is any better than the other. is the 'third party' that's in charge of this 'study' sending members from both organizations to freashly prepare the foods. i highly doubt it, being the lack of ways to do so. crispin had an idea to promote his product and failed to smooth any of the edges. its ignorent, biased, and highly offense. i hate people who come from the great country of america and always find a way to make us 'real' americans look more like an ass in the eyes of the rest of the world.
Posted by: bizzy baker | Dec 6, 2008 3:45:49 AM
I'm a fan of this ad. For one, using the word 'Virgins' in the title is smart, because it's a word that we don't often hear, so it's an attention grabber. Two, they anticipated the negative reaction, and proactively gave back to the communities that they visited, and even included info about their work with the communities in the press release so that you can't call them out on using these communities and then just abandoning them. Three, it takes the idea of the taste test, which has been done over and over and over again, and gives it a new twist, bringing it outside of the target market and taking marketing/advertising (somewhat) out of the equation. Smart moves in my opinion.
My full thoughts on the ad: http://thefutureofads.com/2008/12/05/controversy-makes-whopper-virgins-a-success-for-burger-king/
Posted by: Cory O'Brien | Dec 6, 2008 3:04:06 PM
In deep africa there are plenty of people who havent even heard of wearing more than a loin cloth. BK or Crispins or w.e. shouldve grabbed some of these naked porcupine and plant eaters
Posted by: peter | Dec 6, 2008 11:24:08 PM
From the way a lot of you are talking I assume you are in the ad industry or are avid marketing-junkies.
Amazing how out of touch with the normal American TV watcher you guys are.
A 15 or 30 second ad, I only have time to think "I wonder which burger those people would pick?" before my show starts again, the next commercial catches my attention, or I remember to fast forward on my DVR.
It was a clever idea, its something people can talk about. Makes people think (even if about inane questions as to which burger they would pick). About a thousand times better than car, cell-phone, or those dreadful pada-pa pa pa I'm loving it McD's commercials.
Posted by: James L | Dec 15, 2008 2:12:03 AM
They anticipated the negative reaction, and proactively gave back to the communities that they visited, and even included info about their work with the communities in the press release so that you can't call them out on using these communities and then just abandoning them.
Posted by: wilson k six | May 25, 2009 4:10:05 AM
So, like any good colonialist, Crispin is traveling the world to enlighten the savages about the wonders of fast food. The site promises jaunts through rural Romania and the tundra of Greenland.
Posted by: polo ralph lauren | May 25, 2009 4:11:17 AM
