Burger chain Grill’d UNDER FIRE for controversial video ad
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Warning: This article has media that contains scenes of a sexual nature which may upset some viewers.
Burger chain Grill'd breached advertising standards with its ‘extremely inappropriate’ campaign. Photo from Benga Designs.
A video advertisement from popular burger chain Grill’d was recently slammed after a flood of complaints saying the ad breached standards for violence and sexuality.
In the controversial video ad “Grill’d vs Plastic Toys”, a cartoon version of Ronald McDonald, rival fast-food McDonald’s mascot, opened up his yellow trench coat to two frightened children in a dark alleyway, similar to the indecent act of ‘flashing’.
Then later, the video revealed that the clown was trying to sell the children plastic toys that obviously resemble those found in a happy meal.
Grilld’s mascot is then hailed as the hero when he swoops in and saves the children from the evil clown. The fight sequence was accompanied by a song chanting the tagline, “he’s a righteous burger guy”.
Since the advert was launched, many complaints have been filed to Australia’s Ad Standards.
One complaint called the video ‘sickening’: “I know the brand Grill’d, and I’m pretty sickened by this style of advertising which is a dig at McDonald’s, but it’s sexually focused at children.”
“I find it so inappropriate, not only in this day and age but at any stage of any era given society’s distaste of sexual violence against children.”
Another complaint read, “The ad suggests that two children are in the process of being sexually assaulted. This is offensive and upsetting for various reasons, including being deeply disturbing to unsuspecting sexual assault victims watching the ad.”
“Displaying an advertisement that makes fun of a Ronald McDonald type person in a trench coat creeping up to two children who are alone in an alley is extremely inappropriate for children to view and encourages them to minimise the danger of sexual assault and paedophilia by unknown adults,” another added.
Grill’d denied that the ad breached any codes, claiming it depicted some forms of violence but in a mild animated form. Photo from Grill’d YouTube.
The burger company later issued a statement defending the advertisement.
“We note that the advertisement depicts some forms of violence in a mild animated form,” Grill’d said.
“The cartoon nature of the violence is consistent with animated superhero programs and is justifiable in the context of the product being advertised in this fashion.”
“We note that the superhero persona of the burger is consistent with the messaging of the advertisement, being a “righteous” figure who combats against perceived “evils” in the industry (in this case, offering plastic toys to children as an enticement to purchase fast food products).”
The full statement from Grill’d can be found on the ad standards website.
The Ad Standards panel found the scenes ‘shocking’ and ‘upsetting’ for viewers, and the violence depicted was not appropriate in the context of a burger chain advertisement.
“The majority of the Panel considered that the opening scene of the advertisement, where the children were cornered in the alley, and the clown opened his trench coat, was menacing and suggestive of sexualised violence,” the findings read.
“The Panel considered that even though the moment was resolved as being the clown showing the children toys in his coat, the suggestion of sexual violence at the start of the advertisement was extremely inappropriate in an advertisement for burgers.”
Grill’d stated that it would modify the advertisement to address the concerns.
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