In their latest ad, Burger King speaks out against bullying in an effort to bring awareness to National Bullying Month which takes place in October.
The ad documents a real-life social experiment where they hired teenage actors who were supposed to portray bullies, picking on their target in public. Burger King set up hidden cameras to capture real-life customers’ reactions to the teens bullying their “friend”. The customers that were shown during this phase of the commercial look shocked, but don’t speak up. They continue to enjoy their meals as the teen is getting bullied and picked on by his peers.
Next, they showed what it looks like to “bully” a Whopper Jr. They had their cooks “punch” the Whopper, wrap it up and serve it to customers. Each customer with a burger that came out sub-par, brought their smashed burger to the cashier’s attention. The cashier responds, “is your burger bullied” – the customers were thrown off guard, not understanding the context of what was happening.
They flash two statistics onto the screen; “90% of customers reported the bullied Whopper Jr,” while only “12% of customers stood up to the High School Jr. being bullied.” The ad demonstrates that bystanders to bullying find it easier to not get involved, than to stick up for the person who is being bullied.
As the ad concludes, two different customers are shown as “heroes” as they go up to the teen who is being bullied, and set his peers straight. One goes as far as to give his testament as to why he decided to stick up for the kid being bullied, noting that he has been in his position before. The last image to appear on the screen says, “Help stop bullying at nobully.org”
Why Its Hot:
Burger King wins with this one, as far as social-purpose advertising goes. Not only do they stand up for a cause that needs to spoken up for much more from large brands, they do it well. The end user feels as though they are getting something from watching this ad, and the timeline of the events hooks them on to watch until the end.