Mary J. Blige has spoken out against her commercial that was pulled by Burger King from YouTube yesterday, and she is throwing the brand under the bus.The spot was criticised for being racist because Blige sings about fried chicken.
Blige says that the commercial (video below) is totally different from the concept she was presented when she signed on to be one of the fast-food chain’s spokespeople in its new campaign.
She had this to say to CNN on Wednesday:
“I agreed to be a part of a fun and creative campaign that was supposed to feature a dream sequence. Unfortunately, that’s not what was happening in that clip, so I understand my fans being upset by what they saw. 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.”
We’ve never heard of a spokesperson turning on a brand and throwing it under the bus before the commercial even airs. That can’t bode well for the rest of the campaign. The ad agency is Mother, New York.
Burger King pulled the Blige spot from its YouTube page yesterday citing a music licensing issue. But today the company had changed its tune, seeming to concede to Blige. Well, at least Burger King conceded to the point that the spot wasn’t finished, not that the concept was changed.
A Burger King spokesman told Ad Age that “the spot released did not include a dream sequence that was shot during the production.” He added: “We are in the process of re-editing the spot to reflect the original concept.” He also apologized to Blige and her fans.
The only issue that neither the singer or Burger King has addressed – and they probably won’t try to – are the criticisms that Blige’s song about “crispy chicken” plays up up racial stereotypes.
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