Burger King's New "FeelYourWay" Ad Isn't as Foolish As You May Think
Burger King's motto used to be "have it your way." As in have your burger with cheese, pickles, onions, mayo, or just a plain meat slab between to gluten-stuffed buns. Mmm, tasty. But that was then. Now what matters to far too many Millennials is feeling it their way. So Burger King released this number, an ad focusing on feelings, with nary a burger in sight:
no one is happy all the time. and that’s ok. that’s why we created Real Meals in partnership with Mental Health America to encourage everyone to come in and #FeelYourWay.
Personal opinion: having emotions, even emotions like frustration, anger, or just feeling down, are not the same as a real mental health condition. That said, I think dismissing people's real struggles isn't good either. For more, read No, Suicide Isn't the Answer.
Now, Burger King is free to make any kind of ad it wishes. There's a good chance this ad may appeal to a lot of young people who believe their feelings make them who they are. And that's the problem.
Because actually, the Burger King ad isn't the problem, per se. The Burger King ad is just a mirror of the problem, as it reflects exactly what is going on with a vocal segment of Millennials right now. Don't misunderstand, I do not like the ad. I'm not endorsing the idea of wrapping a burger in feelings instead of a bun. Or if you're keto, lettuce. What I'm focusing on is what drove Burger King to this ad choice in the first place.
Feeling one way or another doesn't make you a better person, nor does it make you a worse person. Your feelings are your feelings. They're often fleeting, they lie on a spectrum, and they're wont to change. Which is what makes them feelings.
But too many people, bolstered by a pop culture and media which reinforces the idea, believe their feelings -- specifically their negative feelings -- make them better. This idea completely explains the outrage culture: "I FEEL outraged therefore I am RIGHT!" or "I am outraged! Therefore you should cater to ME!" Related: WATCH: This Sportscenter Rant Against Outrage Culture is Perfect and VIDEO: Bill Burr and Joe Rogan Team Up Against Outrage Culture.
Thoughts, critical thinking are forgotten. In 2019, feelings reign.
Sure, the notorious tumbler merchant was right when he said: "Facts don't care about your feelings" but feelings only care about themselves. Feelings love to be acknowledged, and even better, validated and embraced.
All Burger King did was capitalize. All Burger King did was tap into a trend: sell people who think they're feelings make them better a burger meal. Sell them a burger meal about their feelings. Sell to the person who loves to feel for the sake of feeling. Which I'm sorry to say, is a great many people spanning political spectrums.
You and I may look at this new idea and scoff. But companies like Burger King don't just make knee-jerk gambles. Advertising is a reflection of our culture, it's meant to sell a product. As much as I hate it, feelings have very much taken on a life of their own. Whether or not they buy hamburgers, Burger King is about to find out.