Home > Advertising, business > Burger King: “I Am Man!”

Burger King: “I Am Man!”

April 30, 2006

I couldn’t find a video link, but the new Burger King commercial featuring a bunch of stereotypical men singing a transgendered version of Helen Reddy’s ‘I am woman, hear me roar…” is just too funny for words. 

Not that it makes me any more likely to eat one of those thousand-calorie GreaseWhoppers, but at least it’s funny and not creepy like those ‘Wake up with the King’ commercials…

My son suggests a strategy for companies: use your commercial archive.  Play new commercials for no more than a week and rotate through your archive of commercial favorites from the past (and play them for no more than a week).  Then people would not be lunging for the ‘mute’ button during the 4-month overrun of your clever new commercial.  People would stop what they’re doing to watch a 30-year-old McDonald’s commercial if they would only see it twice.

That boy is brilliant.

Update: Commenters who have dropped in on this post are much more interesting than the post itself,  ;-)   and one left a link to the video.

Categories: Advertising, business
  1. May 6, 2006 at 00:19 | #1

    The ad is called “Manthem” and its at the Burger King website, but it’s easier to just go to YouTube and watch it there.

  2. May 6, 2006 at 08:27 | #2

    Thanks for the link, Wes!  :lol:

  3. Ryan
    May 6, 2006 at 21:44 | #3

    That Burger King commercial is horrible. As if America’s boys need more input from corporations on how to be “manly”. By eating cow flesh???? Plus, the use of that song is so inappropriate…

  4. Andrea S.
    May 6, 2006 at 23:33 | #4

    DOF, you have to be kidding me. My money says you’re a guy. And if you’re a woman, you embarass me. As soon as I saw the “manthem” ad for the first time, I went straight to my computer to find contact information for burger king, so that I could write to corporate headquarters voicing my opinion of this ad. I am by no means a feminist, and normally don’t really get involved in things like this, but that ad did nothing more than set back the women’s movement, create feelings of uncertainty and inadequacy in young males, and help reinforce the idea to all females that we are supposed to eat little things like “kiesch” and “tofu”. Congrats, B.K., on fueling eating disorders. I won’t even mention the inappropriateness of the (original) song used. I could not believe my eyes nor ears. Unbelievable. What decade are we in again?

  5. Xavier. T.
    May 7, 2006 at 03:35 | #5

    Concerning Above: God, women are so sensitive. People dont understand sarcasm and hyperbole. If she thinks there still is a womens movement, then SHES the one living in the wrong decade.

    Oh, and its spelled Quiche.

  6. Bill
    May 7, 2006 at 05:44 | #6

    I’m a guy… I’M A MAN! That’s right, and this commercial KICK ASS!! lol… Screw all you feminist out there. It’s a MAN’s world baby, and we’re taking it back! YEAH BABY, YEAH!! And for anyone who can’t find the humor in this really needs to relax and laugh a little… Nobody’s setting anybody back. (men or woman) It’s just a funny ass commercial, and if it upset you in any way you really need to sit back and reevaluate your situation. We live in AMERICA people, the BEST country in the world, where you’re FREE to voice your opinions… Be glad for that. ;) So the next time you see this commercial try and laugh a little, and quit your bitchin!
    -PEACE-
    ***GOD BLESS OUR TROOPS***

  7. BK
    May 7, 2006 at 07:21 | #7
  8. May 7, 2006 at 08:24 | #8

    OK, first of all, everyone calm down.  As for whether I’m ‘kidding’, the answer is; “Most of the time, yes.”

    For the record, “yes, I’m a man”, and I did think the commercial was hilarious.  I also find Monty Python funny, but I don’t think we should adopt the “Throw out your dead!” health-care model. 

    There are different levels of appreciation for humor.  Mouth-breathing trogladites will watch the commercial and laugh, saying “Yeah!  Let’s go to BK and scratch our asses while we eat 2,000 calorie meals at 60-percent fat!”  Then they can grow obese and have type-2 diabetes and erectile dysfunction – very manly.

    Notice the focus of my post is on the marketing aspects.  If BK wants to confine their demographic to macho idiots, that’s their choice.  I think BK and Hardee’s are the SUV’s of the fast-food market, clinging to adolescent whims.  That macho-bravado attachment to extreme fat consumption will only take them so far as the population ages and realizes it isn’t mortal. 

    While they’re doing this, McDonald’s is taking the far more boring route of eliminating ‘Super-Size’ as a menu option, introducing better sandwiches, and a number of healthier menu options and giving Dean Ornish a dump-truck load of money to tout them.  How successful that will be in the marketplace remains to be seen.

    A couple people have mentioned how ‘inappropriate’ they thought it was to use the Helen Reddy song.  Don’t you think the original song was just a tad too serious?  I mean, most anthems are.

    Almost as funny as the commercial itself is that feminists apparently get the same thing out of it as the mouth-breathing trogladites – that it is a message about women being powerless, and how manliness is tied up in uncouth behavior and eating extremely crappy food.  Who’s stuck in the patriarchy?  Feminists and trogladites, I guess.

    I took the commercial as parody – and unintentional parody is even funnier than deliberate.  The notion that young people will want to imitate those date-abandoning, underwear-burning, minivan-destroying idiots because of a funny commercial is pumped from the same well of indignation as campaigns to eliminate Mark Twain from literature class.  It’s an assumption that kids will gravitate to the most unattractive portrayal.

    Oh, and Bill – you don’t get off for free, either.  Why is it people use free speech as an incentive to get people to shut up?

    As I proofread this reply in preview, MrsDoF said: “You’re going back and telling them?  It’s a wonder anybody reads your blog at all!”

  9. Bill “The MAN!” ;)
    May 7, 2006 at 09:25 | #9

    Yeah… I can see how someone could have taken what I said one of 2 ways… lol :P Well, for the record, I was defending Burger King’s FREE SPEACH, not Andrea’s. (although she’s free to bitch if she wants to) lol – That’s just what makes this country great. But seriously, if this ad that Burger King put out is upsetting the National Alliance of the Feminist Rebellion… Then GOOD! Score one for MEN!! ;) haha!

    (You people need to laugh more)

    ~Bill ;)

    P.S. – I just took a huge bite out of a cows ass and it was good!

  10. James Campbell
    May 7, 2006 at 22:15 | #10

    Let me introduce myself – I am an 18 year old college student (second year actually), and I am one of the more sardonic ones (making me the exact candidate for BK, eh?).

    My point is that this movie is hilarious – and if any “guy” has problems with a COMMERCIAL (and has feelings of rejection because he doesn’t like to eat meat)…so? Who cares? I can’t imagine any guy feeling insecure over this. If they are feeling odd about this, chances are they have a lot of other issues that they need to deal with in the first place.

    Oh – and those commercials with the King – are funny as well.

    P.S. Real men don’t drive minivans because they want to – it is because they are forced to!

    BUY HUMMER!

  11. Pauly
    May 7, 2006 at 23:46 | #11

    Regarding the “I am Man” commercial….Quite possibly, that could have been the damn near the funniest thing I have seen in along time.

    - For those people who disagree.
          Lighten up.

    - For those people who agree with me.
          You are wise…and AWESOME!!!

    However, something that I think we all can agree on is that this commercial draws a fine line between being politically correct and not, and in my opinion, not being PC is pretty funny. It makes me laugh…something that many commercials try to do but never succeed.

    Nothing is worse than seeing a comercial that attempts to be funny (but is really not)and thinking to yourself….“Man, I shouldv’e become a fucking advertisement writer. I could do a better job than that.” 

    Additionally, you gotta give it to the ad execs on this one for trying something new.  At least new to me. Seeing men on tv singing and danceing in an overly macho way is funny. Remember Robin Hood: Men in Tights?
    COME ON PEOPLE!!!

    What’s not to love about four guys coming out of a store marching and singing, “YES! I’m a guy. I’ll admit I’ve been fed Kiesh.”

    PURE GENIUS!!!!!

    PS. I loved the Geico caveman commercial too.

  12. Brett
    May 8, 2006 at 01:00 | #12

    Hmmm…let me put in my two cents:

    Who I am:  40 y/o gay man raised by two lesbian feminists. Musical satire is an hobby of mine.

    My take on this:  The BK ad is a stroke of genius.  It’s a hysterical parody of male stereotypes, and it appeals to a wide variety of audiences (BK’s target demographic is not comprised of vegetarians with no sense of humor or any understanding of true feminism.  The commericial actually *advances* women’s equality by poking fun at the absurdity of male roles.  While Helen Reddy wouldn’t be crazy about her song being used to sell hamburgers, she would definitely approve of the use of her song to poke fun at stereotypes.  If she doesn’t, then she needs to lighten up.).

    Going back to the target demographic a moment, consider how many groups that ad hits with remarkable effectiveness:

    1.  Straight men (there are wonderful double entendres in the lyrics, such as when the singer gives a knowing glance at the camera during the phrase “on the prowl”.)

    2.  Gay men (the lead singer is cute, and the whole concept of men’s roles is something all men relate to – regardless of sexual orientation.  Also, the line “I will eat this meat” has us rolling on the floor.)

    3.  Women

    4.  All ethnic groups (as many as are reflected in the add)

    5.  The over 30 crowd who recognize the original.

    6.  The under 30 crowd who don’t (the song is very catchy, which is why the original was so popular).

  13. Chino
    May 8, 2006 at 13:43 | #13

    I must say one thing in all of this.  No one has mentioned the haggard looking strongman pulling the dump truck!!!  That, I feel, is the best part of the commercial.  I mean, come one, a stout muscle ball with the rough complexion of an old wallet pulling a mining dumptruck with a minivan in it, being led by an attractive blonde carrying a Whopper on a construction shovel?!?!?!  GENIUS!

  14. May 8, 2006 at 19:36 | #14

    Come on guys – it’s HILARIOUS! Please have a sense of humor! And remember we’re talking about burgers here, not world peace. just let yourself laugh!

  15. Jim
    May 9, 2006 at 14:14 | #15

    I just wanted to let everyone know that I just listened to a radio interview with Helen Reddy.  BK had to get her permission to use her song.  She was totally aware of what the commercial was, and how it used her song before she gave approval.  She said that she “had” to do it because it was so funny.  Now there’s a feminist with a sense of humor.  Nice to see that.  BTW, if you want to hear the interview for yourself go to:

    http://kgoam810.com/Article.asp?PT=Archive&id=49920

    click on the 11 am show and it will play.  It’s only available for 24 hrs so if you don’t see it today, 5-9-06, then you’ll miss it.  The BK commercial part of the interview is only about 1 min of the interview, but if you’re a Helen Reddy fan then you should enjoy it.

  16. Jim
    May 9, 2006 at 14:35 | #16

    The link above didn’t work so here’s the link from BK’s web site.

    http://bk2.vmldev.com/#menu=7,-1,-1

  17. May 9, 2006 at 22:26 | #17

    Thanks, Jim!  I listened to the interview and it had some real good stuff in it.  Here’s the BK quote:

    q: (very agitated) I just want to know if you know about Burger King using your song for a crazy, macho, man, uh, meat-eating ad? Have you seen that?
    HR: I have not seen the ad, but I did sign off on it, when the offer was made to me, I had a few doubts, but everybody that I mentioned it to, including my sister, laughed hysterically and said; ‘that is SO funny, you’ve got to do it’.

    Then she had some insights on the music industry:

    q: Do you like Brittney Spears?
    HR: No.
    q: Do you like Christina Augulara?
    HR: No.
    q: Well, who do you like?
    HR: People with talent.
    q: Is that a group?

    DJ: Pop music in general today, you’re not too crazy about?
    HR: Well, music has become a visual medium rather than an audio medium.  I’ve actually heard people say; ‘have you seen the latest hit’, not ‘have you heard it’.  So the image that is being presented is far more important than the actual sound.  Can you imagine somebody like Ella Fitzgerald trying to break into the music scene today?

    And her take on the current crop of Republicans…

    DJ: Helen Reddy with a point to make about President Bush
    HR: A point to make about men in general, Ron…
    DJ: Uh-oh…
    HR: No no, it’s OK, you’re cool on this one.
    DJ: Oh,
    HR: I remember several years ago, I read an interview with Charton Heston, on the occasion of his 50th wedding anniversary.  And the reporter asked him; “What do you attribute to having such a long, successful marriage?” And he said, “Being able to say three words; I was wrong”.  And I thought to myself, those are the three words that separate the men from the boys.  We had Harry Truman, the sign on his desk, “The buck stops here”.  He was a man.  We had John F. Kennedy, who after the Bay of Pigs said, “I take sole responsibility”.  That was a man.  Our current president says, reluctantly, “Mistakes have been made”. 
    DJ: Remember when he did the press conference and he was asked, “Can you remember any mistakes you’ve made?”, and he couldn’t think of anything?
    HR: He did say ‘mistakes have been made’ but evidently, all by themselves, because he wasn’t taking any responsibility.  And then we have a secretary of defense who doesn’t think mistakes have been made, it’s just a matter of opinion.  I think they’re old boys. … they should not be sending thousands of Americans to their deaths. 

    …and then she went off into some stuff about her work as a licensed hypnotherapist, and past-life regression and reincarnation and how the higher angels assign you to your new life, but you can choose where you go or if you want to be reborn.  Who knew?

  18. Trudy
    May 10, 2006 at 12:08 | #18

    I was fairly upset by the BK ad and Googled to see what was being said at the blogs. I’m a woman, I don’t know that I’m a feminist in that I’d hoped we were past needing feminism. What concerns me in this thread is the reversion to “Oh, c’mon, lighten up” whenever anyone has a concern about something, to suppress open discussion of the issues. In this case, the ad starts from a tenuous premise that light food is for women, double burgers for men, and that women somehow have been pushing “chick food.” In fact, the move to lighter food correlates more to the end of traditional indemnity health insurance/rise of HMOs, preventine medicine, IMHO – along with the move to discourage smoking, etc. So the “screw feminism” stuff that it’s tapping into or eliciting is misplaced here anyway. Somehow it insults everyone. And it seems derivative of the 1982 book “Real Men Don’t Eat Quiche,” and so very dated. But I guess the real reason I hate it is the same reason I hate wing-eating bowls and the like: that kind of gratuitous overeating—flaunting it to the world that because we can, we will—just doesn’t seem to be something to encourage. Oh yeah, but BK just wants to make money, they could care less.

  19. Bianca Segovia
    May 10, 2006 at 17:07 | #19

    :lol:
    Im a girl. And I think this commercial is funny to hear, damn it I sing to it when I hear it. There is no need to get all upset or offended by it. It’s just a commercial. People lighten up!
    Worry about war, world hunger or anything else but not a COMMERCIAL! Have a fun day!  ;-P

  20. BK Lounge
    May 10, 2006 at 20:53 | #20

    READ THIS NOW!!! COME ON AND READ IT!! LETS GO!!! I SEE YOUR EYES DRAWING CLOSER TO MY COMMENT!!! READ IT. now that i have your attention……. ok so im a girl, who likes burger king. I saw the commerical when i was watching TV with my mom and we were both laughing our asses off! we thought it was HILARIOUS. i especially like the 1st part when the guy is in the restaurant with his girlfriend and he is sick if eating to “chick food”. The part i dont get is when the old man that is connected to chains is like pulling a dumpster or something. I mean, its sort of sterotipical but have a sense of humor. Its just a burger king commercial! I also like the idea about rotating new commericials into the commercial line up. It genius! %-P

  21. kel
    May 12, 2006 at 18:09 | #21

    I love it! Ran out and got me one the first night I saw it. Got to love Texas!

  22. Hahnzo
    May 14, 2006 at 00:48 | #22

    all I have to say is wow…amazing

    1) great commercial

    2) it p!ssed off the hippies

    I LOVE IT

  23. May 14, 2006 at 21:34 | #23

    Trudy: “What concerns me in this thread is the reversion to “Oh, c’mon, lighten up” whenever anyone has a concern about something, to suppress open discussion of the issues.”

    I see this argument all the time and it’s nonsense. 

    Trudy, no one is suppressing you or your opinion, they are disagreeing with you.
    Disagreement not-equal-to.gif suppression.

  24. Joe
    May 25, 2006 at 01:24 | #24

    Commercial is totally gay but I know all you faggots love it.

  25. May 25, 2006 at 09:33 | #25

    “commercial is gay, faggots, etc.”

    Normally I delete comments like the above – and have deleted several from this thread alone – but what the heck, let’s think about this one for a moment.  If your all-purpose insult is that something or someone is gay, what is it you are insecure about?

    Grow up, Joe.

  26. Jim Ussery
    May 26, 2006 at 16:18 | #26

    Read This!!!
    This commercial was funny! I know its just comedy, but we should try to be more mannish, guys. Not by eating a cows ass, though. Females have been the downfall of scociety (I.E. Margret Thatcher)
    Jim :vampire:

  27. Eryka
    May 30, 2006 at 12:18 | #27

    If you get that offended by a silly commercial, you’re even worse than the commercial itself.  Seriously, it’s *just* a commercial.  Let’s all get off our high horses and grow a sense of humor.

  28. Nikki
    May 30, 2006 at 12:54 | #28

    I agree with the above – There are better things in the world to be offended about than a commercial.

    All in all, everyone takes things *way* too seriously. If you’re made to feel seriously inadequate because you don’t want a whopper and aren’t a ‘real man’, you have problems.

    If you’re a woman and get angry because a burger king commercial is “setting back the women’s movement”, you need to chill.

    It’s funny for a number of reasons, though I think the main aspect of the humor is satire, whether it was intentional or not. If I were in advertising for BK, this thread would be the reason for the whole commercial. It’s something you don’t see, and it gets people angry… which makes the other people enjoy it more.

    The issues of both gender and race have both fallen under the influence of “political correctness” and have become almost… farcical. You can’t acknowledge someone’s race without being racist. You can’t say you’re glad you’re male without being a chauvinist pig.

    So a commercial in which men run around doing stereotypically male things and singing a parody of “I am woman, hear me roar” is comedic genius.

  29. Geeg123
    October 29, 2006 at 12:24 | #29

    That Geico Caveman commercial might not have been created for racist puposes but every Black person I spoke to even educated ones say the commercial disturbs them. It isn’t a coincidence that the agency that created this commercial is based in good ol Richmond virginia. The commercial has some good actors but I think Geico should think twice on pushing the envelope before it has a boycott on their hands.

  30. October 30, 2006 at 18:11 | #30

    I can see why some black people find that commercial unsettling.  In the first of the series, Geico has a commercial that says; “So easy, even a caveman can do it!”  Then it turns out there are still cavemen – not at all amused by the commercial – and the company ineptly tries to do damage control.

    They are dealing with what Berke Breathed calls “Federally Recognized, Easily Offended Groups.”

  31. Craig
    November 4, 2006 at 16:18 | #31

    I’m from the UK and this commercial has just been released here. It’s hilarious!
    First off, it’s a parady of what it was to be a man, so women shouldn’t be offended by it. The fact that there’s an old muscle bound man pulling a huge truck with an MPV in it, while chasing a pretty girl with a burger on a shovel, symbolises the way “the man today” sees “the man of yesterday”.
    The fact is, the manliness of men today is different to the old stereotype. We’ve accepted that we’ve got issues (but unlike women we get drunk and laugh about them). Men no longer attempt to be like Arnold Scwarznegger or Rambo. We’ve realised that Dirty Harry is a much better role model of manliness. He had issues: His wife was killed by a drunk driver. But instead of crying about it, he decided to help society by kicking arse.
    So, come on men, lets be more like Dirty Harry.

  32. November 7, 2006 at 09:52 | #32

    does anyone know where i can just get the audio for this advert

  33. xxHarryPottersGirlxx
    November 19, 2006 at 14:35 | #33

    :blank: hey im a girl and i dont hate this advert its funny i mean its got a good beat and i like the song, its just a song really it doesn’t offend me (and im not trying to offend anyone else) the lyrics are alright and its doing what its supposed to isn’t it? its making people look at the website to try and get the link and its ADVERTISING! :P xxHarryPottersGirlxx

  34. tmanda
    January 9, 2007 at 22:42 | #34

    im a girl and i saw the commercial and laughed. i dont see anything offensive about it, its just a joke and really is a good way to sell burgers. to the people who do find it offensive, you are just over reacting and seriously need to find something better to do with your time

  35. jen
    January 9, 2007 at 23:33 | #35

    I am a woman and the first time I saw this I laughed so hard I nearly wet myself!  Then I backed it up and yelled for my husband to come and watch it because it was the funniest thing I’ve seen in years.  I can’t wait to watch it again.

  36. Gail
    January 20, 2007 at 20:41 | #36

    Hilarious ad. I love the men burning their briefs.

  37. Steve
    January 20, 2007 at 20:55 | #37

    Way to go BK!!!  Thank you!!!!  Someone finally said it!!!!  THANK YOU!!!!  The best commercial I’ve seen in a long time!  The last couple of weeks for me was bad.  But that commercial really cheered me up, and suddenly I feel motivated again.

  38. Fr3akParad3
    January 20, 2007 at 21:44 | #38

    Hey I want to know how you get the audio for this commercial I peronally think it is hilarious and I want it on my mp3 player. You know why, cause I AM MAN

  39. January 22, 2007 at 05:04 | #39

    These GEICO caveman commercials are totally anti-semitic and awful in the way they portray White Anglo Saxon Protestants as somehow superior to the obviously neurotic and whiny Jewish caveman character.

    Utterly offensive.

  40. Jiffy Omega
    January 27, 2007 at 12:07 | #40

    This song rules!! I’m with Fr3akParad3.  If anyone could find the full audio mp3 for this, I’d be so greatful.  I did find this though: the full song on Myspace (you can’t download it though)

    http://profile.myspace.com/index.cfm?fuseaction=user.viewprofile&friendID=128524952

  41. Clearhead
    February 10, 2007 at 22:31 | #41

    The ad is a joke.  Get over it.

  42. Suzanne
    February 12, 2007 at 21:02 | #42

    There’s nothing wrong in my opinion, if the song is taken, BY PERMISSION. Oh, and DOF, I’m a woman and I don’t mind this at all. Maybe you need to take back your comment. I’m sure other women enjoy this too.  :lol:

    //Suzanne\\-*

  43. February 12, 2007 at 21:18 | #43

    Not sure whose comment you’re reading, Suzanne, but I didn’t say that all women find this commercial offensive, and most female commenters have said they thought it was funny.  So what comment do I need to take back?

    Every ‘group’ has a minority subset who seem to feel that anything negative that anyone says about anything must – somehow – be aimed at them.

    This post and one about tomatoes hold the record for most comments on my weblog.  Maybe I should put up a post about the Snickers’ bar commercial where two guys “accidentally kiss” while eating the bar.  I thought it was both hilarious, but some people found it so offensive they whined about it and got the company to pull the ad.

  44. shorty
    April 16, 2007 at 17:57 | #44

    tell the fukn femminists to shut up , its just an ad and if u dont like it dont watch it. i thinks its the shit

  45. April 16, 2007 at 18:13 | #45

    Thanks for stopping by and gracing us with your informed opinion, uh, “Shorty”.

  46. CJ
    April 30, 2007 at 20:53 | #46

    I go cow tipping every Tuesday morning if u guys wanna come with me.

  47. Darlener
    May 1, 2007 at 13:00 | #47

    I think that people take things WAY out of proportion. Its just a commercial. It was written to avertise not to offend. I seriously doubt that BK is making commercials to purposly offend groups. They are just trying to make a buck. And face the facts chances are that a guy is more likely to buy a burger than a girl. I am not stereotyping but that’s the way things are and if you don;t think that then you are just naive. By the way I am a girl and guess what I rather buy a salad than a greasy buger.

  48. qwerty123
    May 1, 2007 at 13:04 | #48

    I think that people take things WAY out of proportion. Its just a commercial. It was written to avertise not to offend. I seriously doubt that BK is making commercials to purposly offend groups. They are just trying to make a buck. And face the facts chances are that a guy is more likely to buy a burger than a girl. I am not stereotyping but that’s the way things are and if you don;t think that then you are just naive. By the way I am a girl and guess what I rather buy a salad than a greasy buger.

  49. wiggy
  50. May 30, 2007 at 16:39 | #50

    And on that note, I think it’s time to close comments on this post :coolhmm:

Comments are closed.