Burger King- WhopperVirgins.com
As a brand that has embraced the non-conventional and fairly progressive new media campaigns (Viral, www.subservientchicken.com and advertgames for Xbox 360). Burger King has followed this progression with a documentary styled short film called “Whooper Virgins”.
The concept behind the short film is to expose people from other cultures (Thailand, Romania, and Greenland) to a hamburger product test. The participants are filmed to see if they would pick “The Whooper” over McDonalds “Big Mac”.
Check it out: (Not responsible for bleeding eyes or spontaneous combustion)
• Ask yourself the question? Was the film entertaining? Why or why not?
I personally was a little perplexed by the films audacious concept, and was little put off by Burger King’s complete lack to being understanding and respectful for other cultures.
• Question 2. Did the film more closely resemble a movie or an ad?
The film resembles a anthropological documentary. But it more of a commercialized perversion of the art form. “Whopper Virgin” has all the visual elements of a low budget film with non-paid film subjects, exotic locations, jump cut editing style, low resolution video quality, and a simple soundtrack. All of these elements however do not hide the continual reference to “The Whopper” product.
• Question Number 3. Is the film effective from a marketing standpoint? Why or why not?
Like the films name, I think that the subject matter and execution caters to youth market who might find the participants actions and clothing funny. However, I find it this film is a insult to the documentary art form(film snob), and gives a terrible representation of marketing and consumerism in American. The crassness of exposing these cultures to the product by shipping in ovens to their little towns almost seemed like a fast food imperialism.
Well I am not the only one who thought this way. ABC News took a shot at the campaign:
As a side note. I gotta say that I’m pretty disappointed that Stacey Peralta (Skateboard legend and film director) had been involved in this film. I guess everyone has their price.
Reference:
http://www.whoppervirgins.com/
