Tuesday June 30, 2009
The print ad for the "BK Super Seven Incher" — a limited time promotion in Singapore, a society known around the world for its strict government controls of social conduct — shows the "mind-blowing" sandwich near the open mouth of a wide-eyed, red-lipsticked woman accompanied by the suggestive tagline: "It'll blow your mind away."
"Fill your desire for something long, juicy and flame-grilled," the ad continues.
Mark Duffy, a blogger and an advertising copywriter at a major New York City firm, said the advertisement is among the "worst" he's ever seen in more than 17 years of industry experience.
"I've seen a lot of sexual innuendo ads and this is about the worst, especially for something as mainstream as Burger King," Duffy told FOXNews.com. "I was a little repulsed by it. It's really misogynistic to women and it's also unappetizing."
Duffy said it appeared the woman's face in the advertisement had been retouched to make it look like a doll and that the American cheese on the sandwich seemed a little too white.
"It's outlandish," he said. "They obviously didn’t hire a top-notch food photographer."
Duffy, who called on Burger King to terminate the ad, said there's little else marketers could have left to the imagination.
"It's really distasteful on the appetite level and on the social level," Duffy said. "The ad pretty much speaks for itself. How much more do they have to spell it out for you?"
Lauren Kuziner, a spokeswoman for Burger King, said the campaign was produced by a local Singaporean agency and not by the company's U.S. advertising firm, Crispin Porter + Bogusky.
Burger King Corp values and respects all of its guests," Kuziner said in a statement to FOXNews.com. "This print ad is running to support a limited time promotion in the Singapore market and is not running in the U.S. or any other markets. The campaign is supported by the franchisee in Singapore and has generated positive consumer sales around this limited time product offer in that market."