Madonna sang about feeling like one in the 80’s. The Jonas Brothers wear rings proclaiming to keeps theirs til marriage. And now a fast food giant is tracking down a different kind of “virgin” for their latest advertising ploy.
In their latest television ads, Burger King tracked down the Whopper Virgins of third world countries across the globe for “the world’s purest taste test”. Traveling to remote villages with camera crews, BK filmed a series of commercials featuring impoverished people participating in a taste test between BK’s Whopper and McDonald’s Big Mac.
As a result, Burger King is undergoing a lot of criticism concerning the insensitivity of these ads. Professionals and bloggers alike are outraged over the portrayal of poverty-stricken populations being used to increase sales. Brian Morrissey, writing on Adfreak.com, likens the campaign to colonialism and declares it “embarrassing and emblematic of how ignorant Americans still seem to the rest of the world.”
Should Burger King pull the ads? Or is this buzz-worthy campaign exactly what they wanted? Only time will tell.