You’ve probably heard by now that Burger King in its infinite wisdom decided to run an advert that had someone leaning into the camera to say: “OK, Google, what is the Whopper burger?” Cue: every Google device within earshot obediently reading the Wikipedia article about one of the company’s burgers.
Google’s since put out a fix, which I assume had the code name ‘Die, Burger King, die’, and reports suggest the company’s working to have devices respond to owners rather than anyone.
Speaking to BuzzFeed, Burger King president José Cil argued it was a “cool way to connect directly with our guests”. I’d argue it was a clever way to get column inches, but the company seemingly makes the assumption everyone is a potential Burger King customer, and is happy to be in on the experiment.
More bafflingly, in the Guardian’s report, Charlie Crowe, president of a publishing and events company, appeared to back Burger King, although he started well when talking about the nature of the advert. “Any advertising or media idea which provokes us to think about the absurdities of modern day digital life is, in itself, a good thing,” he said — and that in itself is a good point, as is: “Perhaps what is so unnerving about this is that it makes us think about how digital technology is impacting our lives in ways we are only beginning to appreciate.”
But then he added: “Maybe this all is a little uncomfortable… so why shouldn’t this make us want to leave our homes and visit a Burger King with our friends?” Frankly, any company overstepping the mark into my living room and disrupting my world uninvited can piss right off. But perhaps this is it now: intrusive and aggressive advertising is here to stay. It’s not about winning you over, but bludgeoning you into submission, so you’ll buy something or visit an outlet, in the hope that the companies in question will eventually leave you alone.