What do you make of BK's new spot?
To be brutally clear, I hated the Burger King campaign that ran for years under Crispin.
I thought that the "King" was eerie, creepy and disgusting.
The subservient chicken struck me as a great example of creatives doing something on the web because you could do it.
But I couldn't see how the King, the Chicken and all the other weird spots could create and maintain a business.
And, naturally, it didn't. When all the dust settled, McD had grown 4.5% or so in sales and BK had spiked for a moment, then settled down and ended the run a bit under their original sales when they changed to Crispin. And, I'll blog about it at some other time.
This is the new BK spot by their new agency, McGarryBowen, which has a good creative reputation.
I find it pitiful.
Before anyone twists their knickers, I was part of the team that launched McD in Mexico, Dunkin' Donuts in Mexico and when I had my own agency, we did the Hispanic advertising in Miami-Dade for Pizza Hut. We even went as far as inventing the "Chorizo Lover's Pizza" for them.
Some thoughts:
1. Thre is no brand differentiation whatsoever; nothign that says "Wow! I want to try that new Whopper!" Not that I ever went (I'm not in the target) but Carl's use of Paris Hilton and one of the Kardashian girls really created a different --and indelible-- image.
2. Looks like stock footage. There is nothing out of the ordinary graphically. When Dave Thomas was alive, Wendy's advertising was highly distinctive. No mistaking it for the usual burger photography.
3. The images and promise could apply to any burger joint.
4. The reality will be absolutely different when you get your burger. Now, this is a problem. Because the spot uses all the usual iconography to communicate "real" or "fresh" food. You know, the rolling tomatoes, the water... but, by the same token, those of us who also exist outside the world of 35mm film recognize that we've never ever seen a burger like that. Ever. So, we discard the images as mere puffery at best of cliche at worst.
5. And you will still be eating it (if you do) in an outdated, sad, badly lit restaurant served with the most apathetic crew in the business. I don't know what it is with BK's but, at least in the Miami area around me, they have awfully lethargic people.
Bottom line: this spot is not going to create either brand differentiation, or trial or repeat customers.
Is it McGarryBowen's Fault?
I'll come out right out of the gate. No. Can't be their fault at all!
Agencies don't like to play it safe when launching a marquee client like BK. Having been in the business for ages, I can almost visualize the dozen or so creative yet business-like ideas presented. Only to have the client, a private investor group, play it "safe".
Someone ought to tell BK that:
1. Yes, the other stuff didn't work at all (sales are a proof of that)
2. Yes, you need to focus on the food
3. Yes, you did the right thing by moving the account to MB
4. Yes, fresh ingredients are a "reason why" (though no one believes they are fresh)
5. But... wow, you need to create a distinctive razor sharp personality and promise that will make me want to to go BK and not to the other dozen alternatives
In that sense, it is the client who failed.
In advertising, most of the, playing it safe is playing it sorry.
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