21 Jun Burger King Russia Forced To Apologize For “Sexist” Word Cup Ad

The greatest event in football is undoubtedly the World Cup. Lasting for just over a month, it truly is an international spectacle, and countless fans have now flown to Russia to support their country (if, of course, their country managed to qualify). What’s more is that because the event only rolls around every four years, a lot of companies are vying to cash in on the excitement it has generated.

However, one company has taken things a step too far. Instead of opting for a traditional earner like paying a big-name footballer for a sponsored post on social media or bringing out some novelty merchandise (I’m looking at you Wagon Group – those recreations of the trophy are beyond tacky!), Burger King decided to do something that’s never been done before – and there’s a good reason why.

To discover what the fast food giant did, check out the video below: [[jwplayerwidget||http://content.jwplatform.com/videos/uDsuawrz-dkXnENEs.mp4||uDsuawrz]]

In the lead up to the World Cup, people suddenly become very interested in the lives of players. Usually, it’s their diet that’s a source of interest or their training regime(“How did he get those rock hard thighs?!”).

After all, people collectively shell out millions betting on the event and, just like companies, they want to use whatever information is available to maximize their chances of cashing in too.

But one thing which is rarely discussed outside the realm of tacky magazines is players’ sex lives. Sure, everyone loves a bit of juicy gossip, but it’s largely overlooked when there are so many other things going on. Burger King Rusia, however, thought differently.

So what exactly did they do? Well, their marketing team decided that it would be a fantastic idea to offer Whoppers and money to any women impregnated by a member of the Russian team. And yes, they were completely serious.

This advertising campaign was created for two reasons: to ensure that there was another generation of talented football players in Russia and to encourage people to chow down fast food at the chain – ideally, its famous Whopper burgers.

Naturally, this stunt incited outrage around the world because it was encouraging unprotected sex and implying that women had nothing more to offer to the event than their reproductive systems – although, it’s hard to imagine that the promise of free food and money would be enough to incite many women into making a commitment for life!

Now, Burger King Russia has issued an apology after their ad was deemed “too insulting” by other fast food companies.

“We apologize for the statement we made,” Burger King Russia stated in a post on the Russian social media platform VK.com. “It turned out to be too insulting. We thank you for the feedback and hasten to inform you that we have already removed all materials related to the application.”

The bizarre promotion was announced on Tuesday morning on social media. Although it has now been removed, a screengrab of the ad in its original form was obtained by the sports site Deadspin. It depicts a heavily pregnant woman caressing her bump and promises a lifetime of free Whoppers and the equivalent of $47,000 to any women impregnated by players on Russia’s football team.

As translated by Deadspin, it reads:

“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!”

In addition to Burger King Russia’s apology, Burger King’s social media department also issued a statement about the ad:

“We are sorry about the clearly offensive promotion that the team in Russia launched online,” the company said in a statement obtained by Fox News. “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 again.”

The ad came just days after Tamara Pletnyova, a Russian lawmaker, warned the country’s women to “think better of” having flings with the football players in the country.

“There probably will be girls who will meet [foreign fans] and have children,” Pletnyova said. “Maybe there will be such girls or maybe not, I hope, maybe they will think better of it.”

As much as we are big football fans, we have to echo Pletnyova’s advice – sort of. Flings are all well and good providing that they are between two consenting adults, but unless you’re in a committed relationship, make sure that you’re using protection.

Shame on you, Burger King Russia!

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