This document summarizes and analyzes advertisements from McDonald's, Burger King, and Kit Kat. The McDonald's ad featuring a child connecting with his deceased father over a sandwich received over 100 complaints for being controversial. The Burger King ad used explicit sexual imagery to promote a new burger without consent, angering the featured woman. The Kit Kat campaign placed interactive "break benches" in public spaces and encouraged sharing experiences on social media in a viral marketing strategy.

1. Advertisement campaigns

2. McDonalds “Dead Dad” Advert
https://www.youtube.com/watch?v=S1XM4INk8l8
• Video advertisement released on
television
• Advertisement includes a child trying to
relate to his dead father and finding his
only connection to his father is their love
of a McDonalds sandwich
• Extremely controversial and the ASA
received over 100 complaints

3. McDonalds Advert summary:
• Aim of the campaign: To inform the audience of their ’Fish Filet’ burger in hopes that people will
buy the product. Further, it is attempting to spread a ‘positive message’ or heartwarming feeling
of some kind (which it fails at as is evident by the backlash received.)
• Platforms advertised on: Television, YouTube, Social media channels (facebook, twitter etc.)
• Target Audience: The target audience for this advert is likely young people, as the young person is
the focus of this advert. It could also be aimed at parents who want to relate with their children
• Call to action: There isn’t a direct call to action in this video, which is another reason why I think it
fails as an advertisement. Although McDonalds has such impactful branding that simply showing
the food and the logo with the jingle at the end is almost an indirect call to action for people to
buy the products.

4. Burger King ”Seven Incher”
• Poster advertisement posted online and put up physically in
locations nearby to Burger King
• Advertisement has many explicit sexual connotations relating to oral
sex, effectively using sexual imagery to sell their product. It was
clearly also intended in a comedic way, but many did not find the
joke humorous
• The woman pictured in the advert was not told that her image
would be used in a sexual manner, which angered her and caused
her to complain

5. Burger King Advert summary:
• Aim of the campaign: To inform potential customers of their new “super seven incher” burger
and it’s pricing, in hopes that customers will buy the product. The aim is also to entertain the
audience with the clear sexual innuendo joke. This not only serves to entertain, but also is a
strong method of advertising as it makes the product stick in people’s minds as they link it to the
bold joke.
• Platforms advertised on: Social media channels (Facebook, Twitter etc.), Physical posters and
billboards
• Target audience: The target audience of this advert is likely young adults, as they are likely to find
the most humour in the bold sexual joke, and also are a bigger demographic for fast food than an
older or young child demographic.
• Call to action: The call to action here is for the audience to purchase the burger, as shown in the
poster with the line “Fill your desire for something long, juicy and flame grilled with the (insert
product name)” This is also designed to be a comedic sexual innuendo.

6. Kit Kat “bench” advert campaign
https://www.youtube.com/watch?v=ZeycRaVIDtI
• multimedia advertisement campaign involving posters, physical
”benches” placed around different locations around the world, audio-
visual advertising campaigns on social media, and audience interactivity
and involvement.
• This Advertisement campaign is a huge and global campaign pushing Kit
Kat’s “Have a break” slogan. In this campaign, Kit Kat created several
“Break Benches” with different themes to be placed around different
popular locations with the intent of entertaining people and encouraging
them to share their experience with the benches on social media, thus
spreading the brand. These benches were designed to be easily
shareable on social media with their various designs, such as a bench
with piano tiles as the seats, a bench that you can plug your phone in
and play music through, a bench that has springs on it, etc.
• This is an excellent example of a viral marketing campaign, as it
successfully uses audience interaction and social media to push their
brand and products, whilst remaining interesting and creative

7. Kit Kat Advert campaign summary
• Aim of the campaign: To push their brand and encourage the audience to buy their products through audience interaction and viral
marketing. Also has the purpose of entertaining the audience with unique and creative designs and ideas that are interactive and
shareable.
• Platforms advertised on: Physical benches, signs and billboards. Social media (Facebook, Twitter etc.) and YouTube.
• Target audience : The target audience for this campaign is likely children to young adults, as they are likely to see these benches
and share them on social media due to being digital natives.
• Call to action: The call to action here ties in with the companies slogan to “Have a break,” with the signs by the benches saying
“Have a ______ break” where the blank is related to the specific bench (e.g ’Musical break’ or ‘Uplifting break.’ This call to action
also implies that the audience should buy their product, as the message is covered with their branding, and the full slogan is “Have
a break, have a Kit Kat.”
A more obvious call to action here is the instruction to “Share your break with us: #mybreak, KITKAT.ph.” this encourages users to
share their experience with a hashtag, which is a good viral marketing strategy, especially for gaining social media popularity.