Through a new ad released Wednesday, Burger King is attempting to hijack viewers’ voice-activated speakers to prolong the commercial.
Prompted by an actor in the commercial saying, “OK, Google, what is the Whopper burger?” the intention is to trigger a Google Home device that would then begin to describe a Whopper from a Wikipedia entry, according to a demo.
“You’re watching a 15-second Burger King ad, which is unfortunately not enough time to explain all the fresh ingredients in the Whopper sandwich. But I’ve got an idea,” an actor says before asking Google to describe the sandwich.
Past examples of television-activated voice devices have usually been accidents, such as when a news broadcast activated several viewers’ Amazon Echo devices to order dollhouses, and when a Google Home Super Bowl ad triggered viewer devices with the phrase “OK, Google.” But using the function intentionally as a potentially invasive tactic in advertisements might leave a bad taste in customers’ mouths.
On the ad’s YouTube page, a majority of users dislike the ad, and comments range from “annoying new advertising idea” to “I won’t be eating from BK any longer.”
Watch the ad here.