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Hardee’s: Good for you? Hardly.
A monster burger for a monster customer?
Here we have an overflowing monster burger, nay two monster burgers, merged into one.
To its loyal customer, no extensive text is needed.
Thus, no explanation is given, just a visual of some heaving beef (x2), some curls of bacon, an egg strategically plopped on top and of course, what every monstrous customer dreams of on their monster burger: triple cheese.
This monster burger gives its customer more than they bargained for- possible cardiac arrest.
Perhaps the selling point of this burger, in our 21st climate of obesity awareness, is its lack of information. Accompanying these larger than life pictures are some key points highlighted in quotations, perhaps so the viewer can imagine some soothing, omnipresent voice assuring them that it is quite alright for us all to chow down a monster burger for afternoon tea.
But then, “good for you?”
Exactly what part of a monster burger would be approved by a dietician as benefical? The three layers of no doubt processed chedder cheese, the double layers of bacon or the two oily patties?
Perhaps the creators behind the Monster Burger could be inspired by the Cookie’s Monster new found sense of moderation that cookies are a “sometimes food.”
Monster burgers, as well, should be a celebrated rarity, given to monsterish lovers on most moderate occasions.
- Advertising School: Chicago Portfolio School
- Creative Director / Art Director / Copywriter / Illustrator: Dorron Margalit
- Photographer: Stock images
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Umm. I think you missed the point of the first one. The period or full-stop comes into play here:
Good”.”
For you”.”
They are not advertising that it’s “good for you,” they are actually making fun of that it’s not- but that it is “good,” and “for you.”
Kind of clever.
Comment by Justin — 24 January, 2009 @ 2:45 am
Hmmm.
You see, I think part of this ad is its play of words and punctuation.
Yes you’re right, it’s “Good. For you” however, I think the middle full stop can be easily skipped over, given the context of the words used-
“Good. For You” subconsciously reminds a lot of “Good for you” and I think that’s the beauty of this play on words.
Maybe this is just me but I still think it’s cheeky for a hamburger joint to include the words “Good. For you” in a prime space in one of their advertising slogans, even if the words are separated by a fullstop.
Comment by Anna — 24 January, 2009 @ 10:45 am
The point of the ad is to make you want to eat the burger. I love burgers the more meat the better. This should be burger heaven for me, but the photos are distinctly unappetising. The colours are muted like the pictures have faded in the sun. The meat looks kind of grey
Comment by Paulo Rodrigues — 25 January, 2009 @ 6:43 pm
“an egg strategically plopped on top”
First, there are no eggs on this burger, it’s mayo on top.
Secondly I think the ad is trying to break away from the fact that everyone is health crazed nowadays. If you seriously think one of these are “Good for you”, then you need help or are going to die soon.
Lastly, whatever you think of this ad, the burger is delicious. Albeit a artery clogger.
Comment by Jeff — 16 February, 2009 @ 2:16 am
I like these ads – I think they’re clever, although I’ll admit to being a sucker for wordplay.
I particularly like the way they don’t take themselves seriously. That last ad? Freakin’ awesome.
Comment by Penguin — 15 April, 2009 @ 12:24 pm
“…some heaving beef (x2), some curls of bacon, an egg strategically plopped on top…”
No egg.
“Accompanying these larger than life pictures are some key points highlighted in quotations…”
Those are not points being “highlighted” in quotations. It is yet another play on words. The second advertisement is the mock introduction of two of the key ingredients, meat and cheese AS WELL as a list of all of the major ingredients. Here’s a run down:
“Bacon, meet Cheese. Cheese, meet Bacon.” (You are now introduced) This was replaced by:
“Bacon, meat Cheese. Cheese, meat Bacon.” which is the play on words. Interestingly enough, this play on words is accomplished by manipulating a simple list of the key ingredients…
Bacon, meat, cheese. -or- Cheese, meat, bacon.
That middle advertisement is way more cunning than you give it credit for.
“But then, “good for you?”…”
Really? No such claim is made. It’s not even suggested. Rules of punctuation are just that – rules. They dictate meaning. If in doubt, read these two lines, and tell me they mean the same thing:
A woman without her man is nothing.
A woman; without her, man is nothing.
“Perhaps the creators behind the Monster Burger could be inspired by the Cookie’s Monster new found sense of moderation that cookies are a “sometimes food.”…”
No such thing is suggested. Overall, I think the ads were taken WAY out of context, and that’s ignoring factual error. Only a fool would look at The Monster Thickburger and not immediately think “Holy shit. If I ate that every day, it might kill me.” And I don’t think it’s worth trying to explain it if it’s not understood.
Finally…
“Monster burgers, as well, should be a celebrated rarity, given to monsterish lovers on most moderate occasions…”
I couldn’t agree with this more. Those things are AWESOME! (I’m just pissed off they got rid of the curly fries.) If I ate one every week I’d soon take them for granted.
Comment by P-Dub — 6 October, 2010 @ 2:13 am
Wow, great article. I have to ask, where does one find a job like yours? Specifically, where do I look to find a job that lets point out the painfully obvious? Does it require a special degree…like an elementary school diploma?
Are you so arrogant as to believe that you…you alone are the only person on earth that can look at this burger and determine it is bad for a person to eat. Your persnickety critics in previous posts were able to understand the abbreviation of the advertisement. They were able to enjoy the humor.
You sir, are a pretentious individual that enjoys elevating your own sense of self worth by making others feel bad about their pleasures. I suspect you are simply a vegan that does not give a damn about the health consequences, rather you are upset that a cow died. MMMMMMM the next time I pass a Hardees I think I will order two. One for me, and the other in honor of you. Cheers ☺
Comment by Jefe — 7 October, 2010 @ 2:32 pm