Burger King's newest TV ad has a disastrous flaw

Burger King's newest TV ad has a disastrous flaw

In February, Google Home users complained about hearing an audio promotion for Disney's Beauty and the Beast movie as part of My Day, a collation of weather forecasts, commute updates, calendar appointments, and news.

This Burger King ad is scheduled to air on national TV tonight, and for a while this morning, the ad did trigger Google Home units.

It really hasn't been a good week for brands, and though Burger King hasn't physically assaulted anyone here, it's natural to feel personally assaulted by advertisements in the home on a device you had originally thought was for personal use.

The internet barely had time to be annoyed for that new 15 second Burger King ad before Google shut the whole thing down.

And then there's the slightly curious wording of "What is the Whopper burger?"

This phrase is meant to get Google Home to read off the first sentence of the Whopper's entry on Wikipedia.

The Burger King ad caught the attention of New York Times journalist Farhad Manjoo, who concluded that such advertising would also pose a problem for Amazon, whose "Echo" virtual-assistance devices have sold in the millions.

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The campaign is one of the first to harness the power of the voice activation of smart home devices, and it was made without Google's involvement. The spot is supposed to begin running in prime-time slots across the United States today on networks including History, Spike, Comedy Central, MTV, E!, and Bravo, and it will air during Adult Swim, The Tonight Show, and Jimmy Kimmel Live.

The ads can also Google on other devices - though, for a Google app on the iPhone, for instance, you have to press the speaker button.

Burger King isn't trying to do anything awful here, they just want to grab a little bit more of your attention than a 15 second ad can realistically get. He comes near to the camera and says "OK Google, what is the Whopper burger?"

Here's where we encountered the major flaw with Burger King's ad.

Google confirmed to me it had no involvement in the making of this oeuvre.

The feature on Home that Burger King is exploiting is voice search. Burger King did not immediately respond to request for comment. "Are people going to unplug the device when they watch TV?"

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