A series of youth list the reasons for which they’re bullied.
"Chubby, short," says a girl. "Queer" says a boy. "Getting caught up in bullying is so easy. You’re just glad you’re not being bullied," says another. Still another adds, "It's just easier to do nothing."
Then high-school aged actors are secretly shot in a Burger King and pretend to bully one boy. Then, behind in the kitchen, an actor dressed as a Burger King employee also "bullies" a Whopper Jr. burger by smashing it with his fist before wrapping it up and giving it to an unknowing customer.
The video captures several restaurant customers watching the fake bullying unfold, as they also unfold their Whopper Jr's, which have been smashed before they were served. Unfortunately, the customers walked past the boy being bullied to complain about their smashed burgers to the staff.
In the strange but effective ad, the customers complain to the actor who smashed their burger and then to a "manager" -- both of whom stay in character and the manager says to the customer that the employee "didn't mean anything by it" and "it's just a defenseless burger." Of course, the customers didn't get it.
Burger King then notes tragically that 95% of customers complained about their burger but only 12% of customers intervened when they saw the child being bullied nearby.
Later, a few customers do stand up for the boy being bullied and ward off the others.