A Whopper of a Lie

It's the wording that gets me. "Inspired"? If anyone can tell me how Hungry Jack's new Whopper of the Gods is inspired by the movie Thor, they can have $50*. This is lazy marketing and it's nothing new. Going back to the 1970s fast food giants have been pushing Hollywood's next big thing but it's the promotional burger which pushes my tolerance over the edge.

See I have nothing against movie tie-ins per se but it's the arrogance which pervades certain aspects of the tie-in that has me up in arms. Those commercials where you're encouraged to buy a Dark Whopper (The Dark Knight), an Indy Whopper (Indiana Jones and the Kingdom of the Crystal Skull) or a Homer Burger (The Simpsons Movie) with the promise that the product was somehow influenced by said movie. Usually the only difference between these and the original is an extra piece of cheese, a different sauce or less attitude from Debbie behind the counter.

So what goes through the minds of the hucksters who come up with this televisual trash? Not much clearly, as they've been using the same tie-in technique for decades. Every time a big movie is released you'll see the same commercial with one difference: the name of the film. (Compare this bit.ly/kiAjBv and this bit.ly/iC0dqU to see what I mean.)

Not only is it lazy marketing but it infers that the viewer is of little intelligence. People may very well buy a burger on its own merits but I don't believe anyone buys into the whole 'inspired' crap; as a society I would hope we are beyond such gullibility. But nevertheless, in advertising world our response works as follows:

Woman: Did you see that new Burger King whopper is inspired by the movie Thor?

Man: Inspired by? Well I love Thor and if that inspired a burger then I have to try it.

Woman: Me too! And did you happen to see all those other commercials for those other things? I think we should go and buy them.

Man: You're right, let's spend our money on those things we just saw advertised.

Meanwhile in advertising world, the evil Mr. Hype cashes his cheques and counts his villas whilst working on the next tie-in. To coincide with Justin Bieber's new film Never Say Never McDonald's are releasing the Bieber Burger. And to reflect the movie and its star, the burger will include two sugary buns but is completely hollow on the inside.

*$50 redeemable for Whoppers for a limited time only.