It seems the boundaries for what is acceptable in advertising are being stretched, again. Burger King has just launched a Whopper burger TV advert that invades your home.
According to Reuters, ‘the 15-second ad starts with a Burger King employee holding up the sandwich saying, “You’re watching a 15-second Burger King ad, which is unfortunately not enough time to explain all the fresh ingredients in the Whopper sandwich. But I’ve got an idea. OK, Google, what is the Whopper burger?”
This is great for Burger King, they don’t have to take a 30 second slot, just 15 seconds, and they get the customer’s own home device to look up a Whopper burger and its ingredients.
This is also fine, as long as the person on the sofa watching TV is thinking about Whoppers, or at least burgers. But it is fair to assume that the vast majority of people on the sofa are not. So they are not going to be pleased when their Google Home device starts telling them about all the fresh ingredients in the Whopper burger.
In fact, it is probable that having that much advertising intrusion will make people who were on the fence, Whopper-wise, start to really dislike the idea. So did Google Home, which apparently stopped responding to the advert soon after it went up on YouTube.
This, once again, opens up the debate about intrusive advertising, which many believe to be personalized advertising or something.
There are ways to run advertising campaigns that are not intrusive but clever. At a televised event, if you are BMW, you might want to run a lifestyle, empty mountain road, wind-swept hair advert for 30 seconds. If you know, through whatever medium, that someone is in the market for a luxury car, you might point them to a 15 minute video about the features and offers on the new model.
But get into your living room?
The verdict on this one has to be ‘nice experiment’ but you can leave me alone now. In fact, could you pick me up a Chinese takeaway while you’re at it.