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Burger King’s controversial commercial for Pride month in Austria

The agency has had to apologize for the criticism received

Anuncio de Burger King | Time To Be Proud

Burger King’s commercial in Austria to celebrate Pride Month has sparked a flurry of criticism of the brand.

The month of June is known for being the Pride month, where diversity, inclusion and vindication of the rights of the LGBTQI+ collective are celebrated. In Eslogan Magazine we have dedicated a special to analyze the best Pride commercials and how some brands are really involved with the collective.

It is a month where brands seek to connect with members of the community, seeking complicity, understanding or even controversy. This is the case of the Burger King ad in Austria.

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Una publicación compartida de BURGER KING® Österreich (@burgerkingaustria)

“Time to be Proud”

  is the title of the Burger King commercial made by the creative agency Jung von Matt Donau. The piece does not have much mystery, they are two Whopper hamburgers each with two equal buns: One with two upper parts of the bun, another with the two lower parts of the dough. All on a rainbow flag background.

The campaign copy reads: “Two equal buns for equal love and equal rights. We want to set an example for equality for all sexual identities and orientations. A little twist meant to put a smile on our faces and remind us to treat each other with respect and peace. It doesn’t matter who you are and who you love. It’s #TimeToBeProud”

The controversy with the Burger King Commercial

Burger King’s commercial does not have much of a mystery, but the controversy has been raised by users, who accuse the brand of doing “Pride Washing”, that is, sympathizing with the group only to generate profits and not help the community. .

The commissioning agency has had to meet the criticism to apologize. According to the agency: “We are proud of our community within the agency. Unfortunately, we still mess up and don’t check out different interpretations of the Pride Whopper well enough with community members. Our biggest concern is if we offended community members.” LGBTQ with this campaign. If this is the case, we truly apologize. We have learned our lessons and will include experts in communication with the LGBTQ community for future work, as promoting equal love and equal rights will continue to be a priority for us.”


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