Sex Advertising in Singapore

Burger King Seven Incher Ad

It would not be a surprise to find this ad in some progressive European country. Or in the USA. Or any where else, in fact, except in (surprise! surprise!) – Singapore.

When the ad was first launched, the hapless Burger King agency in the USA, Crispin Porter & Bogusky was credited with the dubious honour of being the creator of the ad. Fortunately, this has been cleared up by Burger King, that it was an ad created in Singapore by a Singapore ad agency.

Some time back, I wrote a post about “Sex in Advertising?” which discussed the fact that sexy ads may not be the best way to bring your message across.

This latest ruckus in staid Singapore, might just prove that point. Many bloggers have labelled this a shameless, blatant attempt to play the sex card in advertising. I mean, the very visual and unambiguous allusion to oral sex is quite plain to see.

Seen on the walls of the fast food family restaurants, at the bus stops and in newspapers, the ad urged people to “fill your desire for something long, juicy and flame grilled with the new BK Super Seven Incher”.

Some have even ventured to say that this imagery might appeal to some of the population for which fellatio is a huge turn on, but they forget one thing… is the ad appealing to the giver or the receiver?

The Advertising Standards Authority of Singapore was not amused as it has received 5 complaints from the public.

I wonder how many guys will rush out to eat that particular super 7 incher sandwich now that eating it is associated with giving a, ahem, well, you know what I mean…

This entry was posted in Branding, Critique, Lousy Ads, Marketing Strategies and Tips, Sex in Advertising. Bookmark the permalink.

8 Responses to Sex Advertising in Singapore

  1. Samantha says:

    These days there’s not too much that sex isn’t used to sell.

  2. Yes. Very true. Still distasteful ads ruffle feathers.

  3. bokjae says:

    I have always appreciate and enjoy good sexy ads but I do agree some are just plain crude! Guess not many people know how to refine this art! As for this one I think most people will find offensive! Cheers!

  4. Solomon says:

    This is really absurd. The burger can be attributed to many good things which all of us like in the daily life – a treat, a peck on the cheek… etc etc.
    But this is certainly narrowing its prospective audience to a minority who are interested or provoked by this dubious visual message.
    I wonder you resort to sexual direct or alluding ideas or imagery when you’re at a serious mindblock or a creative dud.
    I feel there is no creative thought involved in this ad.
    There is a serius lack of social responsibility in this ad, which is very important. Advertising should adhere to a agreed moral code as it is for public consumption where so many sensitive, critical sentiments are involved.
    Did he or her think of the child who sees this ad?
    We need to answer some moral questions before we actually go public with these ads.
    Thanks for raising a voice against it!

  5. Hi bokjae

    To make sexy ad an art is a steamy challenge that many creative folks have yet to sweat it out.

    === ===

    Hi Solomon
    I’m just disappointed that a family restaurant put up an ad that’s unsuitable for kids. Yes, a burger can be attributed to many other good things … and not sex.

  6. walter says:

    Hey Vivienne, long time no see. Glad that you are still actively blogging!

    I am actually glad that Crispin Porter & Bogusky wasn’t implicated in the above advertisement, as they seemed to be capable of better and more creative campaigns like the Subservient Chicken in the US. As to the use of sex in advertising, I am pretty ambivalent to it so long as it doesn’t offend the sensitivities of the various stakeholder groups in Singapore. While I agree that the above example may be stretching it too far, I also hope that it doesn’t mean that Singapore can never push the envelope when it comes to pursuing more daring forms of advertising.

  7. walter says:

    Oh, by the way, I did blog about some of the advertisements and approaches adopted by Burger King here: http://coolinsights.blogspot.com/2009/06/viral-and-buzz-marketing-burger-king.html

    Do check it out if you have time. :)

  8. Jeremy says:

    I love your final paragraph on this because it hadn’t crossed my mind until I read that, that this isn’t the best ad to appeal to men when you actually think about it. I imagine they wouldn’t use a similar ad if they were selling corn dogs lol.

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