Finally, we’ve got a statement from Mary J. Blige about the ad she made for Burger King’s chicken snack wraps, which sparked a ton of controversy and backlash.
In a statement (that doesn’t appear to be on her website) Blige, says the ad was unfinished and doesn’t include a dream sequence that had previously been discussed. “But, if you’re a Mary fan, you have to know I would never allow an unfinished spot like the one you saw to go out,” she said.
Further statements from Burger King support Blige’s comments, with the company saying there was a “lapse in communication” somewhere along the way that led to the ad being released in the form we all groaned at. The company has offered its apologies to Blige.
OK… We have to agree with the corp comms expert that Ad Age spoke with on this issue. Something about this explanation sounds fishy.
“In my experience, no advertising would have been released without all of the I’s dotted and T’s crossed,” that person said.
BK has a huge marketing revamp happening, one that’s supposed to turn around the company’s lagging fortunes, and they put out an ad with one of the most successful R&B acts of all time without checking to make sure it was correct?
Burger King also said the ad had run in a few local slots. It had been on YouTube for a couple of days. So not only did the ad slip through a crack the size of the Grand Canyon, it went unseen for days after it was broadcast in various places? None of it makes sense.
Anyway, it sounds like the ad is going to be redone, everyone is sorry, and everyone is hoping that the world will forget this horrible bit soon. And BK hopes you’ll buy some smoothies, snack wraps, salads, and, early next year, some stock.
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