Fast Food & David Beckham Don’t Mix, Or Do They?
What do David Beckham, Jay Leno and Salma Hayek have in common? BURGER KING®
David Beckham’s appearance in the new BURGER KING® commercial is somewhat surprising, but don’t worry about his chiseled physique because he is ordering off of the new, healthier menu. Historically, fast food has been one of the unhealthiest choices anyone could make. In this new advertising campaign, BURGER KING® is attempting to let the world know they now have new healthy choices and we think it will work. The new ad features David Beckham seen ordering one of the new 310 calorie strawberry banana smoothies that BURGER KING® is promoting.
Celebrity Marketing
Companies have been hiring celebrities and professional athletes for internet marketing campaigns, TV commercials, public relations, charitable pursuits, and to strengthen corporate brands for years. So it’s no surprise when we see a celebrity or famous professional athlete appearing in a commercial. However, when soccer star David Beckham is seen heating up the counter of the fast food restaurant, it can be a little shocking. So without further adieu, here is the new David Beckham BURGER KING® Commercial you’ve all been waiting for!
How well will this marketing campaign work?
The jury is still out on how effective this new advertising campaign will be. I personally believe that this is one of the best marketing campaigns BURGER KING® has ever created. Using David Beckham to promote a new healthy menu is genius and seeing the video view totals jump over 20,000 in a matter of hours, proves that it’s working. One aspect about this advertising campaign that other marketers should write down is the fact that BURGER KING® is attracting more than one client vertical through this campaign. While many will get lost in David Beckham’s eyes, some are enjoying the bi-lingual approach that Spanish speaking Salma Hayek brings to the fast food table. Celebrity Salma Hayek will appeal to the Latino demographic and Jay Leno should appeal to the more mature audience that BURGER KING® is trying to reach with these new healthy menu choices. Here is the Salma Hayek BURGER KING® commercial.
Mary J. Blige BURGER KING® Commercial
World famous singer, Mary J. Blige, was featured in one of the new BURGER KING® commercials that will most likely never see the light of day again. Rumors have surfaced that Blige received $2 million for the ad and that she did not get to view the final ad copy before it was published. The Mary J. Blige BURGER KING® commercial received criticism from fans who complained that the content promoted a negative stereotype. The Mary J. Blige BURGER KING® commercial was immediately removed and BURGER KING® claims they pulled the Mary J. Blige ad over a “Licensing Issue” with the featured song. Mary J. Blige has since released an offical statement:
“I agreed to be a part of a fun and creative campaign that was supposed to feature a dream sequence. Unfortunately, that’s not what was happening in that clip,” Blige site. “I understand my fans being upset by what they saw. But, if you’re a Mary fan, you have to know I would never allow an unfinished spot like the one you saw go out.”
My Personal Opinion
The Mary J. Blige BURGER KING® commercial was a mistake. Own it and move on. Making up false statements about “Licensing Issues” is never going to fly. People and companies, no matter how big, make mistakes. The positive momentum you can achieve from the other ad spots will out weigh the damage done. After writing this article, I might actually re-visit the fast food giant and give them one final chance to earn my business through my taste buds. What do you think?
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Tags: Celebrity Marketing, David Beckham, Jay Leno, Mary J. Blige, Salma Hayek