Sustain's Children's Food 北京赛车pk10 has complained to the Advertising Standards Authority because the ad suggests that overeating is manly, which goes against the CAP's code in which ads must not encourage nor condone excessive consumption of food.
In the "manthem" spot, created by Miami creative agency Crispin Porter & Bogusky, a growing group of "manly men" sing a masculine take on Helen Reddy's 1972 original 'I Am Woman'. They swear off "chick food" and seek out the Double Whopper to satisfy hunger cravings.
Men are seeing taking large bites out of burgers on their "manthem" journey. The spot is similar to the Coke Zero launch campaign, which was created by Vallance Carruthers Coleman Priest and also features men coming together in the name of the soft drink giant's new cola that targets men.
Richard Watts, coordinator of Sustain's campaign, has written to the ASA to voice his concerns that the spot "undermines the healthy eating messages of parents, schools and the government."
"The last thing the country needs is for teenagers to be told it is 'manly' for them to eat these unhealthy burgers. Burger King's response to the obesity crisis seems to be to bury its head in the sand, and continue to produce larger and larger burgers".
According to Watts, this kind of ad shows that the food industry can not be trusted to regulate itself.
"If the government is serious about defusing the health timebomb of obesity, they need to end TV ads for this kind of product before the 9pm watershed," he added.
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