Burger King has gone a long way in improving it’s image through a steady series of very memorable commercials. Their most recent offering is the Darius Rucker-flavored ”Tender Crisp Bacon Cheddar Ranch“, which appropriates Big Rock Candy Mountain and throws in a hearty dose of sexed up Hee-Haw action.
I’ll admit I’m torn. I’m repelled by all things Hootie and the Blowfish related, but the tune of Big Rock Candy Mountain really hooks me. And of course, as long as they keep using the 70’s era Burger King mascot, I’ll give it a pass.
What throws me is the really blatant sex aspect of the commercial. From the ‘the breasts grow on trees’ line being sung while a Xtina looking gal takes a hearty bite, to the line-dancing ‘twins’, to the hookered up Loretta Lynn clone at the end of the commercial, there’s a rather obvious subtext of ‘hey, cowgirls are total sluts for Burger King’. I know that’s a heavy handed reading of a commercial, and I suppose I should be happy that Rucker isn’t singing a song about crying, but using sex in a commercial is like swearing; it’s just lazy and requires little to no craftmenship.
Overall I like the commercials that Burger King (Or “BK” as the kids today are calling it) have been running, and they make a pleasant change from the endlessly obnoxious and annoying McDonald’s commercials.