I love Crispin Porter Bogusky’s work for Burger King. It’s always fresh and inventive.
But there’s a slight problem: Burger King itself sucks.
The food’s OK–better than McDonald’s in my book–but the service is terrible.
I went in today to buy a grilled chicken sandwich. Everything was fine until I asked for extra lettuce and tomatoes. Then the 20-year-old behind the counter looked at me like I was from Mars. She stared…and stared…and stared.
Then, without so much as an “Excuse me, sir,” she went to get the manager and the two of them had what appeared to be a complicated mathematical discussion about the extra 30 cents I was being charged. Neither of them acknowledged my presence at all. So now I was being ignored by two “service” people.
Finally, I walked and went to Quizno’s, where they know something about service–and the food is way, way better for about the same price.
Why do I bother to tell this story? Because the TV spots promised me one experience–quirky, witty, hip and fresh–and the restaurant gave me another one entirely.
Now, you might think that’s just the nature of advertising. But I beg to disagree.
The purpose of advertising is to put the best face on a product. It’s not to blatantly misrepresent a product or make stuff up out of thin air. Doing that is the fastest way to put yourself out of business.
The VW bug is not sold as a luxury car. Axe is not sold as a cologne for women (though many have probably tried it).
And Burger King should not be sold as a place that’s hip, witty and different when the people who work there don’t know how to say “excuse me” or add 30 cents to four dollars.
Now. Does an ad agency have control over hiring practices or customer service? No.
Do the have the ability to suggest changes to those things?
Yes. Yes, they do.
And that is the next great step in the evolution of the ad agency.
