Gimmicks

Is anybody else annoyed with Burger King’s most recent commercials?  I don’t watch much TV (just LOST and maybe an episode or two of Millionare Matchmaker – dont ask me why, but its addicting).  Nevertheless, I have still been completely inconvenienced by these spots.  In fact, every time one of them appears on the screen my comfort level drops about 50%.  The only thing more upsetting than watching one of these commercials is the fact that I missed this year’s free cone day at Ben & Jerry’s.

I have to hand it to the ad execs that came up with this atrocity. While it makes absolutely no sense for a guy dressed up  in plastic king costume to be dancing around to Sir-Mix-A-Lot with Sponge Bob in order to advertise burgers, they were able to catch my attention enough to instill a memory in my brain.  An irritating, obnoxious memory.  So in a way, I suppose it makes complete sense:

1. Ad exec comes up with crazy, seemingly random commercial.
2. Commercial airs and annoys a bunch of people who then talk about it with their friends and post about it on their blogs.
3. While reading said blogs, people like Billy suddenly become hungry for Burger King and run to get a whopper.
4. Ad exec lives happily ever after in his big house in the hills.

I guess what’s really bothering me is that everybody seems to have a gimmick these days.  Actors, musicians, businesses.  The problem arises when the gimmick overshadows the art.  I guess in the case of burger king there is no art to overshadow and maybe that’s why the commercial is so annoying.  At least some gimmicks are creative, interesting, thought-provoking or at least a lot of fun. Like Wayne Coyne in his giant space bubble.  Gimmick? Maybe.  Awesome?  Definitely!  Plus- it quite possibly gained him the love and affection of enough Oklahomans for them to name “Do You Realize?” as their state song.  This makes me wonder if California has a state song and whether it not it is anywhere near as cool.

Tags: burger king, comfort level, gimmick