Voyeurism Sells Cheeseburgers
Via Advertising Age comes the latest way Burger King is trying to saturate the British fast food market: by cornering a girl in a shower.
Singing in the Shower is the latest BK attempt at garnering people's attention by any means necessary and then showing their logo. The gambit goes something like this: Boobs! Boobs! Dude in a chicken costume! Boobs! Boobs! Breakfast sandwiches!
Basically on this website you can watch ... a girl taking a shower in a bikini. That's pretty much it. Great, huh?
No, wait. You can also vote on what the shower girl actress will wear in the next day's video, and what she will sing. Tomorrow the request line is: "Hit Me Baby One More Time," "Like A Virgin," "You're So Vain," "I Think We're Alone Now," and "Love Machine." And do you want her to wear the hamburger bikini, or the fried egg one? (Nice yolks.)
And no, you can't write in "birthday suit." But don't let that stop you from fantasizing about going out with her. Because you might get to do that too.
"One seriously lucky person," the BK site writes, "will get to share a couple of Breakfast Big Fillers and pancakes with our sizzling shower babe in the London Leicester Square Burger King® restaurant." Because that's just how you imagined it. "You never know, it just might be the start of something beautiful!" And you just might look like Jude Law. Oh, the possibilities!
I desperately want to see how this "date" unfolds. It'll be reminiscent of a high school kid trying to ask out her lab partner.
The PR blog Legend of Aerocles pretty much slammed the whole idea:
I see absolutely no connect to the brand’s core goal of increasing store traffic & selling food, thus reducing this site to a cheap, desperate stunt, predicated on the exploitation of women and sex.
The advertising campaign would surely falter if they were faux-shower-peeping on girls who actually eat at Burger King all the time.