Now their ads star the ultimate metrosexual smoothie, David Beckham, who is given the kind of soft-focus, mouth-watering treatment in this ad that used to be reserved for their ‘man-food’ Whoppers. Beckham is the ‘exciting thing’ happening at Burger King.
And he really does have a very appetising, seductive smile. Even his terrible acting is appealing. There is also something charmingly submissive about the way he pleads for his order. No wonder the female server is transfixed.
Like BK’s new menu, which includes freshly-made low-calorie fruit smoothies, chicken strips and ‘snack-wraps’ – or what might once have been called ‘girl-food’ – Beckham is part of a push to rebrand BK, whose sales have been plummeting. Even back in the Noughties, ‘manthem’ was an attempt to make a manly virtue out of BK’s accelerating obsolescence. Clearly even that approach isn’t working any more.
The ad rams home the rebranding of BK by playing up the omnisexual appeal of the metrosexual pin-up. The middle-aged male manager also finds himself captivated by Becks’ beauty midway through saying ‘I am sorry David we make them fresh every time with… fruit.’ It’s unclear whether the manager is actually a ‘fruit’ himself or just another straight man who finds himself strangely drawn by Beckham’s beguiling looks. Probably the latter as he seems genuinely surprised by his own response.
Beckham the equal opps narcissist isn’t phased of course and replies, with an indulgent smile: ‘No problem, John’.
The only part that mystifies me is why anyone, male or female, straight or gay, would fantasise that the be-jeaned and denim-shirted Becks before them was actually dressed as a 1960s undertaker.
Tip: Natty Soltesz