Friday, September 18, 2020

The Burger King And Ronald McDonald Share A Kiss


              Burger King Finland has launched an ad campaign depicting the Burger King and long-time rival Ronald McDonald sharing a passionate kiss in a Pride-themed ad titled “Love Conquers All” honoring Finland’s Pride Week. The fast food giant’s Finland brand manager, Kaisa Kasila, recently told Adweek, “Burger King has always stood for equality, love, and everyone’s right to be just the way they are. The only instance where it might not seem so is when we’re bantering with our competition. We thought, what better way to convey our values than by portraying an all-encompassing kiss between Burger King and McDonald. We wanted to show that in the end, love always wins. And we know McDonald’s stands for the values we stand for, too.”

              I’m not sure how they know that, nor am I sure I want to know.

              The ad prompted Fernando Machado, global chief marketing officer for Restaurant Brands International (RBI)— Burger King’s parent/holding company—to post a now-viral tweet stating: “Proud to see Burger King Finland as the official partner of The Helsinki Pride. Even more proud of our 100% Corporate Equality Index. Congrats to Kaisa from the BK Finland team for such a beautiful execution.” Machado also told Adweek that the “Impossible Kiss” was an illustration that love does, indeed, conquer all, saying: “Our brand is always bold, edgy, and fun. So showcasing this ‘impossible kiss’ is a way to demonstrate that love conquers all. And we hope that ‘the other guys’ understand that it is actually a celebration of love rather than a competitive statement.”

              So “bold!” So “edgy!” So “fun!” So Proud! Get the reference to the “Impossible Kiss?” If a burger can be made out of vegetable matter, than surely the long-time representatives of two behemoth, if rival, fast food chains can suck face. Since we all share the same values, what could be better than an “all-encompassing kiss” between two same-sex rival mascots? I know, what if Tony the Tiger, Toucan Sam, and Count Chocula got it on in a series of sexy three-way cereal ads? How awesome and inclusive would that be?! Love is love! Or maybe Colonel Sanders and the Hamburglar could give each other “Impossible Hand-Jobs” while an appreciative and tolerant nation watched with growing Pride…and hunger!

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