Last night, a friend from high school sent me this question via Facebook:
Can you explain why ANYONE (let alone Burger King) would think it a good idea to adapt “I like Big Butts” to market a children’s meal?
Here’s the ad in question:
This is one of the classic Responsible Marketing questions we talk about here. It takes real creativity to break through, and this ad is creative. But it’s also controversial, and controversy gets people talking and drives word of mouth. I’d argue this ad is almost impossible to keep to yourself.
Burger King knew exactly what they were approving: A funny, but potentially offensive ad for parents that they’d never want their young children to see.
I am Burger King’s target:
- I have small children
- Sir-Mix-A-Lot song was popular when I was in college
- And I laughed out loud when Mix-A-Lot himself said “Booty is booty” at the end
But the idea of my kids seeing this ad makes me cringe. The word “butt” is off limits in my house (my kids are age six and four), and the sexual references are everywhere.
Hamilton Nolan at Gawker.com puts it this way:
The point is Sir Mix-a-Lot is teaching obesity and sexuality to your kids and you’re really okay with that, deep down, because you love Whoppers.
Is this ad message responsible?
I don’t think so.
But what’s your take?