Thursday, June 25, 2009

A meaty, if confusing, sales pitch?

At left is a poster campaign that Burger King has prepared for its Singapore market. Given the visuals and the main sell line, I don't really need to supply any elaboration, do I? (I mean, for starters...super seven-incher?) However, for the benefit of those who think I'm the one with the dirty mind or who can't read the copy at the bottom right, I should mention that the ad goes on to invite Burger King customers to "fill" their "desire for something long [and] juicy...", and informs them that they'll "yearn for more" afterwards.

It also lists the ingredients that the menu item "comes" with.

I want to be sure I understand this. Singapore, after all, is one of those enlightened venues where simple public displays of affection like kissing and hugging can elicit a Draconian official response, a la caning. So. You can have a highly public ad campaign with posters (and possibly live ads, too, for all we know) whose art work suggests a good old-fashioned blowjob...but the pillars of society cringe at the idea of permitting the legitimate displays of feeling embodied in a heartfelt embrace?

Personally, I think that sucks.

16 comments:

Athol Kay said...

They wimped out on a big oozing drip of mayo. :-)

Steve Salerno said...

Athol, hey, I'll bet it was considered. In any case, you'll notice you can see the "secret sauce" globbing out from under the top of the bun.

Anonymous said...

Offensive? You bet! I can't believe that BK would try something that outrageous - I mean it's maybe a $4 meal; certainly not $6.25.

They ought to be ashamed of a price like that.

As for the suggestive content - you ever see any of the Carl's Jr. commercials with Paris? http://www.youtube.com/watch?v=4gby0zfCYiA

or Padma? http://www.youtube.com/watch?v=X8nJKa13sBo

roger o'keefe said...

I'd say this post was tasteless Steve, except that it's not like you're writing about something that isn't actually happening. (Does that line make sense?) Once again truth is stranger than fiction. It certainly is nastier.

Anonymous said...

the female in the poster also looks like one of those inflatable love-dolls.

maybe since Singapore is so repressed, there is a sub-culture there where everything is done in innuendo, like the old hollywood movies, where very lurid acts were alluded to.

or maybe the overseas advertising guys are trying to amuse themselves.

Anonymous said...

That ad seems to sum up Americas attitude to the world quite nicely.

Noadi said...

Glad I'm not the only one who thinks the girl resembles a sex doll.

What is it with people and sex analogies when it comes to food? Now I LOVE food, I describe my newest recipes constantly on Twitter, but it's not comparable to sex. Simply put, food isn't THAT good and if any is I'm going to bet it's not served at BK.

Singapore and their hang ups about sex are a whole other issue. Those truly do suck. Not to say America doesn't also have it's issues (I could list those all afternoon), but the government here doesn't cane people for kissing in public.

Steve Salerno said...

And Noadi, not to go too far afield with this, but there are places right here in the USA where being caned during sex is a plus...

RockitQueen said...

Also, they couldn't have just gone with "It'll blow your mind", which makes more sense with the sexual reference.

But blow your mind AWAY? To me that says "This sandwich will shoot you in the head." (With a gun, pervs!!) Obviously they were trying to make the copy fit.

Lana said...

Reminds me of the Fling chocolate bar:

http://tinyurl.com/qnff6j

Jason Erik Lundberg said...

The Singapore government doesn't cane people for kissing in public either. I'm not sure about the provenance of Ms Maranon's paper on customs in Southeast Asia, or the mere two links she used as sources, but it's clearly faulty on at least this point. The paper is also six years old, and a lot can change in that time; that said, when I visited Singapore in 2003, there was no indication at that time that this was the attitude of the government; if it was, half of the population under 18 would have been caned by now.

Offences that are actually punishable by caning can be found at Wikipedia, and this list is pretty accurate.

As to the poster itself, I've actually seen this pasted up in various BK locations and bus stops in Singapore lately (I've lived in the country for over two years), and yeah, it's pretty brazenly sexual. There are also plenty of adverts for lingerie both in shopping malls and in store circulars that are more than a little suggestive. Frankly, I can't explain it.

Maxim and FHM are big-selling magazines, but pornography itself is illegal. Public displays of affection are not caning offences, but will get you some dirty looks from older folks on the train. It's a pretty inconsistent approach.

Steve Salerno said...

Thanks, Jason, for that added perspective. For the record, I did not intend to imply that caning is the official punishment prescribed for kissing in public. I was simply observing that Singapore takes its crimes pretty seriously, and I was reminding readers that caning is indeed one of the standard punishments employed over there. But my point was clumsily expressed.

Jason Erik Lundberg said...

I was also responding to the comment from Noadi, so I just wanted to clarify things, since, you know, I live in Singapore and stuff.

But you're right, crime is taken extremely seriously here; it was alarming to find out that you can get the death penalty for discharging a firearm, regardless of whether you actually shoot or kill anyone. Not that I plan to discharge a firearm, but I'm ideologically against the death penalty. But at the same time, it does provide a powerful deterrent, and I've frankly never lived in a safer place.

Steve Salerno said...

JEL: Well then, if you're going to discharge a firearm...you might as well discharge it into the cops who try to arrest you as well, no? Seems like there's not much downside to it (which, of course, has always been the argument against the abolition of capital punishment: What do you do with people who've got nothing left to lose?)

Anonymous said...

Actually, you should avoid *possessing* the firearm. (And any drugs.) Singapore's a remarkably safe place for a big city. I think only Tokyo's safer. Now and then people do get murdered, usually with knives. They're just as dead, but there's less collateral damage.

Dimension Skipper said...

Dan Piraro draws the comic strip Bizarro and he also daily blogs (often about his own strips, but a week behind publication). He likes to include links to strange or amusing images sprinkled through the text of his entries.

Anyway, his blog post for today is entitled "Cunninglinguist" and while I didn't find the cartoon to be one of his better ones, I liked one of his linked (pun intended!) images a lot more. It seemed relevant to the theme here, so just thought I'd point it out fwiw: Dick's Deli ad.

;-)

(Note: I have no idea where Dick's Deli is—or was—or the era of the ad image itself.)