Jumping on the buzz around Sugarbook's recent OOH ad which resulted in DBKL demanding its removal, MyBurgerLab parodied the creative concept of the ad on Facebook with three different images and said "Who's your daddy now? PS: Download our app now for access to quality meat and buns". The first image featured a huge burger with the words "Gentlemen, size matters", while the second featured two charcoal buns with the sentence "Once you go black, you never go back". The last image featured the charcoal bun strategically positioned in front of a woman's mouth and her looking down at it. The words read: "It'll blow your mind away".
In a statement to A+M, co-founder Chin Ren Yi said myBurgerLab decided to jump on the viral piece of news by photoshopping the images onto the actual billboard. It also seized the opportunity to promote its app by putting the icon at the bottom of the ad.
"We expect zero ROI for our app as we are more focused on the risque ad. But we do think it will help raise brand awareness. I'm sure people will talk about it for the next one to two days," Chin said.He explained that myBurgerLab also wanted to offer consumers an escape from boredom and if the ads made someone chuckle, it did its job. When asked about towing the line between being humorous and offensive, Chin explained that as long as it's done in good fun and leveraging on others' work, "it shouldn't be an issue".
While some netizens found the post hilarious and applauded myBurgerLab for being fast in trendjacking, others pointed out that it is the 21st century and "it's not cool to sexualise food in adverts anymore". The consumer added that if anything, it's discriminatory and will no longer patronise myBurgerLab.
She also posted an image of the famous “Burger King’s Super Seven Incher – It’ll Blow your mind away” ad which caused a stir a few years back. The ad also featured a woman with a sub strategically placed in front of her mouth with the words "It'll blow your mind away".
Chin however said, "I think without the current context, us posting these images would definitely get us into trouble. But right now, the focus is on how fast we reacted to it and how appropriate it is given the 'inappropriate-ness' of the original ad."