Burger King has done it again. They’ve completely creeped me out. As a gimmick, they’ve released “Flame,” a new body spray that smells like grilled meat. It’s a clever idea and it got my attention, but lots of other nasty things get my attention as well – roadkill, for instance.
The other problem with the strategy is some people think it’s more than a gimmick.
In one article, Jack Ryan of the Post Chronicle makes fun of Burger King, but doesn’t seem to understand that Burger King is making fun of itself. It’s a strange joke and I don’t think a lot of people are going to get it.
Another joke I don’t get is the King. He is a plastic monarch with a psychotic smile who shows up in your bedroom in the morning and leans over you until you wake up. Do I want to buy food from him? No, I want kick his plastic butt out of my house.
A few weeks ago, one of the creative directors from the agency that does these ads visited Advent Creative. I asked him, what’s up with the King? He’s creepy. He said the whole idea was to create an uncomfortable type of humor, like when Michael Scott on the Office digs himself into a devastatingly embarrassing hole.
Thinking of it that way, I sort of understand. My mind gets it, but my gut says, “Run away!”
So, if you’re into that kind of humor, you can buy the scent at Ricky’s costume shop in New York. At $3.99, it’s appropriately priced for a gag stocking stuffer (emphasis on the gag). Only three people have commented on the spray, and if I had to guess, I’d say they worked for Burger King. For example:
“Best idea ever …” – Fat Jewish Guy from San Diego, CA.
“That night, she had it her way; I gave her the best Whopper she’s ever had, and that’s saying a lot.” – Frank Reynolds from Philadelphia, PA.
“I used to work at BK when I was a lot younger. The smell left on me after an 8 hour shift was so yummy delicious that I wouldn’t shower until the next day or so.” – John Srout New York, NY.
Awesome.
For fun, go to firemeetsdesire.com, the official site of the King’s new scent. With funky music ala-Barry White accompanied by romantic scenes like wine glasses and waterfalls, it’s designed to help you set the mood. Every time you click on the Flame bottle, it sprays and brings up a new sexy setting. Warning: if you click it enough, you will eventually land on an image of the King, lying on a rug in front of a fire with his bathrobe dangerously loose. Thank goodness for the well-placed bottle of Flame.
After witnessing that, do I want to blog about it and indirectly help them create buzz about the campaign? Yes. Do I want to eat a Burger King Whopper after seeing that? No way.
