Caution: This video contains strong language and suggestive imagery.
A model whose likeness was used for a highly suggestive Burger King ad five years ago is claiming that she did not consent to having her image used in that way and is calling for a boycott of Burger King.
The image and the ad copy, which includes “‘It’ll blow your mind away. Fill your desire for something long, juicy and flame-grilled with the New BK Super Seven Incher,” are both clearly intended to suggest a sex act. But according to the model, the photo was taken at a modeling shoot where she was asked to demonstrate various emotions, and she did not learn that one of the images from the shoot was used in the 2009 Burger King promotion until recently.
Burger King responded by saying that “Respect for customers and employees is a top priority at Burger King restaurants around the world. This advert was created by an independent franchise in Singapore in conjunction with a local promotional offer. This ad was not released in any other markets.”
Burger King might have plausible deniability if it weren’t for the fact that this was not an isolated incident, and their track record clearly shows how little respect they have for their customers. The same year the BK Super Seven Incher ad campaign was launched, here in the United States, Burger King was airing a highly sexualized commercial promoting, of all things, their kids’ meal:
Burger King also has a history of supporting some of the very worst television content with their advertising dollars, including most recently, VH1′s “Dating Naked.”
Of course, Burger King is not alone in sexualizing women to sell fast food. Carl’s Jr. has built its brand and reputation on a series of suggestive ads featuring Paris Hilton, Kate Upton, Katherine Webb, Audrina Patridge, and Kim Kardashian, among others.
Wouldn’t it be a nice change of pace if fast food companies would go back to just selling food instead of exploiting and sexualizing women?