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Company: Burger King Corp.
    View Company Scorecard / Contact Company
Brand: Burger King
Ad Title: Bullying Jr.
Business Category: Restaurants
Media Outlets: Online Video
Country: United States
Region: US National
Agency: David Miami
Year: 2017
Target: Gays & Mainstream
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Theme(s)

Consciousness Raising

Theme Breakdown

AdRespect Score: 
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In this clever and heartbreaking video, high school students talk about things they've been called: scrawny, chubby, short, queer...

"It's been hard for me to stand up for other people because I feel like I'm already a target," said the young man who said people call him queer." Another adds, "It's just easer to do nothing."

The video then notes that 30% of students are bullied each year, and then lets viewers know that a high school junior and a Whopper Jr. were both bullied to see which got more complaints at the restaurant that was secretly videoed.

Actor kids bully a boy in the restaurant while customers look on but say nothing. Behind the counter, someone punches Whopper Jr. burgers, wraps them up and serves them to the customers. (They still have knuckle marks on the bun!) When they are inevitably brought back, the Burger King employee asked if they order it "bullied or un-bullied."

The ad concludes by noting that 95% of customers reported the busted up Whopper Jrs. but only 12% stood up for the high school junior being bullied in front of them.

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