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Tone deaf. Many restaurants are closing because of the covid recession. I’m not buying Machado’s excuse that it’s OK because restaurants in the fast food category are surviving. It’s the wrong moment now, and even pre-covid it still hits below the belt. I’m all for competition, but this campaign is mean-spirited because it picks on individual franchisees that closed, not just the brands.

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Entirely tone deaf and mean spirited.

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I’m from a small, busted down town not far from one of the ones featured, and it just feels kind of mean. My town, and a lot of ones like it, are fighting for their survival. Every burnt out shell of a local restaurant, even a chain restaurant (which in my neck of the woods is usually owned by a mom and pop franchisee), hurts.

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Tasteless. Every one of these places that closed down is some franchisees shattered dream.

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Wonder if Machado will ever publicly admit he flubbed this one. Probably not.

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It’s fine. Kind of just an exact reskin of the whopper detour, but for halloween.

likesmart

Good thing nobody sees most BK work.

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Didn’t Mullen also do those BK Sad Meals during Mental Health Month? Maybe tone deaf is the house style?

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Correct.

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There is nothing sadder than those CMOs who fancy themselves rock stars. Mark-Hans Richer, Diego Scotti, Geoff Cottrill, Fernando Machado. It’s like they all listened to the same motivational cassette series 25 years ago.

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All hail the marketer of the year! Obey or else!

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They go like 1 for 10 with these stunts and the BK tv might be the worst in the category. Not sure any of this stuff is going down in history either. They were marketer of the year in a year when no one else was really competing for it.

Ekkk that’s a no from me

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I love BK's ads. Creative and genius but this one has crossed the line. Highlighting business closures during an economic downturn? This is mean and scary. I think they are the scariest one here.

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Im just over stunts— BK stunts in particular, and Case Studyvertising in general. I dont even wanna open that link and read what insight and what available geo locating blahdy blah “got us thinking” what crap ass conclusion to make an “effort” 60 ad people will see.

Ugh, and here come all the other posts about brand stunts and tweets for Halloween. Its like seeing Xmas stuff already for sale in Home Depot. ENOOOOOUGH

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When you are this tone deaf, it doesn't stay only inside the stupid ads for awards bubble.

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BK uses location data really well (or creepily haha). Poking fun at rivals works for fast food chains, but wouldn’t go down in other industries...could you imagine retail doing this?

Swing and a miss

Naw, this is tone deaf....

Tasteless and cheap, but won’t get much press or play outside of the ad community. So other than award show judges, who cares?

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