This commercial is promoting Burger King's new homestyle chicken strips. To do this they use Steven Tyler. I saw this commercial on the CBS network. This network also features shows like Survivor and CSI, which are pretty much for adults. When I saw this commercial I immediately thought of my dad, which is probably what the advertisers wanted. My dad really likes Aerosmith and Steven Tyler. But when I think of Burger King I think of busy soccer moms that are too tired to cook so they just drive through somewhere. I would have never guessed these two things could coexist.... So by using Steven Tyler and by putting it on the CBS network, the advertisers automatically start reaching a bigger audience, also known as Testimonial. I also noticed Repetition in the commercial--Burger King was said four times and the chicken strips were mentioned three times and their logo is squeezed into every possible space. There is also Gestalt because the editing is all mashed together and several clips go by very fast, one right after another. There is also some wit and humor, partly because of the Gestalt but also because of the hair jokes. I think there is also an assumption in here as well: that Steven Tyler is adored by all girls and all men think he is awesome. Burger King assumes this and therefore uses his celebrity status to appeal to more people. However, I'm sure that there are people out there that saw this commercial and hate Steven Tyler and also hated this commercial, therefore it didn't affect them. But, that's also bound to happen with any celebrity that they use.
All in all, I think this commercial is pretty effective. It caught my attention because of Steven Tyler and I'm sure many other people would say the same thing. Burger King does a good job of keeping their commercial about the chicken strips and not just Steven Tyler. The crew also did a good job with the Gestalt, it wasn't off-putting or annoying, in fact, I think it actually added to the humor in this commercial.
This commercial is in fact effective in promoting the Burger King chicken strips. Steve Tyler, a well-known celebrity has nothing to do with chicken strips or burger king, but by adding him in a commercial, the company probably feels revived and "new". No one else is using him to promote their projects, so this company probably feels one step ahead. Although personally I hate most fast food chains and their unrealistic commercials, this commercial did not come off as overly-annoying. Yes the chicken strip will most likely NOT look as juicy or fresh as it does on the commercial, but any consumer with common sense will not be surprised by this. I agree, the hair jokes and overall outrageous environment add to the humor. This commercial isn't unbearably annoying, just as it is not the most revolutionary commercial. It's on point and effective. Good job BK.
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