(Ir)religiosity

I don’t know what to make of Burger King’s latest ad campaign.  It’s abductive, that’s for sure.  But I can’t help but find it at least a bit arrogant and maybe even culturally imperialistic.  Here’s one of the original commercial that aired a few weeks ago.

It sure got my attention when I first saw it.  Another ad with basically the same format wonders if other “Whopper Virgins,” this time Transylvanian farmers, will chose, as have Americans, the Whopper over the Big Mac.  Even more interesting  is the mini-documentary that Burger King has released on its new “Whopper Virgins” website.

They tried pretty hard to make it seems pure and innocent there toward the end, but I’m not convinced.  The way the whole thing has been marketed, starting with the name — Whopper Virgins, conjuring up sexual imagery that unnecessarily marginalizes those it is applied to  — seems to suggest that these people are just another means to the larger end of promoting Burger King around the globe and raking in more cash that will ultimately be bequeathed to the new transnational empire of consumer capitalism.  And I don’t for a second think that benefits the Transylvanian farmer or the Thai peasant.  It just uses and abuses them — making them the punchline for yet another cutthroat marketing scheme.  Sure, it’s ingenious, but it’s also, in my opinion, immoral.

Maybe I’m way off base here, but I just think that the resources used to fund, manage, and implement this project could be put to much better use in way that doesn’t orientalize or exoticize persons in other cultures.  We don’t need more people in service to American hegemony, transnational corporations, or global consumer capitalism; we need more people to actually take the time to learn about other cultures and communities and intentionally look for creative ways to help local economies.

What do you think?  Does this cross the line, or is just another harmless ad campaign?

Related articles by Zemanta

• Burger King under fire for Whopper Virgins taste test challenge
• BK Ads Flame-Broiled in Controversy
• Cultural Arrogance or Brilliant Marketing?
• We’re no Whopper Virgins
• Whopper Virgins: it doesn’t get much more offensive than this