Burger King’s sexist World Cup ad sparks outrage
Burger King Russia took a drastic step to support its national soccer team.
As the host country for this summer’s World Cup, Russia is playing host to
some of the sport’s greatest players: Lionel Messi, Cristiano Ronaldo,
Neymar Jr. and others. The burger chain cheekily decided to offer free
burgers for life and cash (about $47,000) for women who got pregnant by a
soccer superstar—thus bolstering future Russian teams with their offspring.
Burger King promises $50,000 and lifetime whopper supply for Russian women able to get pregnant from any football celebrity (to transfer good genes to Russia) pic.twitter.com/su8lyfkt6N
— English Russia (@EnglishRussia1) June 19, 2018
Deadspin had this translation:
Burger King, within the framework of social responsibility, has appointed a
reward for girls who get pregnant from the stars of world football. Each
will receive 3 million rubles, and a lifelong supply of Whoppers. For these
girls, it will be possible to get the best football genes, and will lay
down the success of the Russian national team on several generations ahead.
Forward! We believe in you!
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After public furor, the company removed the offensive ad and apologized.
The Washington Post reported:
The ad was posted Tuesday morning. It was deleted Tuesday night after a
scathing social media reaction. In a statement, Burger King apologized for
“We are sorry about the clearly offensive promotion that the team in Russia
launched online,” they wrote. “As soon as it was brought to our attention,
we had it removed. It certainly does not reflect our brand or our values
and we are taking steps to ensure this type of activity does not happen
On social media,
the company’s Russian division
explained that it
pulled the ad because
“it turned out to be too insulting.”
As in any crisis situation, reporters went looking for a pattern of
behavior from the organization—and they found it.
The Washington Post continued:
Remarkably, this isn’t the first time Burger King’s Russia team has been
charged with producing a sexist ad. Last year, the company mocked a young
woman who was allegedly raped at a party.
In response to an interviewer’s question about how much she had to drink,
the 17-year-old held up two fingers, indicating just a little bit. That
gesture became something of a meme. In an ad, Burger King illustrated the
victim’s likeness, complete with her fingers, on a promotion about a sale
with only a little bit of time left.
Many on social media shared their shock that the ad received the green
There are no words. @BurgerKing launched a promotion offering a lifetime supply of free whoppers to any Russian women who got pregnant by a World Cup footballer. The campaign has been cancelled, but WHO THOUGHT OF THAT?!?! pic.twitter.com/bYXFNcGRe7
— Bryan MacDonald (@27khv) June 20, 2018
— Richard Canday (@RichardCanday) June 21, 2018
Others said they weren’t surprised by the organization’s antics:
Not really surprised by this. Last year, Burger King #Russia briefly used the image of a teenage rape victim to sell hamburgers. https://t.co/w7ZCDWcPDk
— Matthew Kupfer (@Matthew_Kupfer) June 20, 2018
Burger King isn’t the only source of controversial comments about Russian
women and the World Cup.
The Washington Post reported:
Tamara Pletnyova, a lawmaker in the Communist Party and head of a state
congressional committee on children and family affairs, discouraged women
from sleeping with foreigners visiting Moscow for the quadrennial
international soccer tournament.
“There will be girls who meet men, and then they will give birth,” said
Pletnyova, according to a
by the Independent newspaper. “Maybe they will get married, maybe they
won’t. But the kids will suffer, just like they suffered [in 1980],” she
said during the radio interview.
The ad seems particularly misguided in the era of #MeToo and heightened
scrutiny about gender equality. The gaffe is a cautionary tale for
corporate communicators with teams overseas.
It remains to be seen if Burger King’s international division will respond
to the crisis. The organization’s American division hasn’t commented, and
for now all the stories about the marketing gaffe point to the Russian
branch as the offending party.
Do you think America’s Burger King officials should comment, PR Daily