'One Million Moms' Group Takes On Burger King Over 'the D-Word'

FILE – This Oct. 21, 2016, file photo shows a Burger King restaurant logo in Philadelphia. Burger King has delivered its own hot take on a regulatory showdown that has enflamed the U.S., with a flame-grilled Whopper. The new ad has become a sensation, with more than a million views and counting on YouTube. In the ad, customers are told they will be charged different prices for a Whopper, depending on how fast they want it. (AP Photo/Matt Rourke, File)

I have a confession to make: When I first heard this story mentioned on the radio this morning and heard reference to “the D-word,” I honestly had no idea what “D-word” they meant. “Divorce”? “D-bag”? “D*ck”?!

The story in question involves opposition by the group “One Million Moms” to a Burger King ad. In the ad, prospective customers try out the new(ish) “impossible burger” and share their reactions to it.

Though the ad initially aired in August, One Million Moms issued a press release about it this past Friday:

The language in the commercial is offensive, and it’s sad that this once family restaurant has made yet another deliberate decision to produce a controversial advertisement instead of a wholesome one.

In the Burger King commercial that is currently airing on TV, customers’ responses are being videoed as they taste-test the Impossible Whopper. One man is completely shocked that the burger is not beef, so he uses the d-word to describe how he feels about himself for being deceived by the taste of the burger.

One Million Moms finds this highly inappropriate. When responding to the taste test, he didn’t have to curse. Or if, in fact, it was a real and unscripted interview in which the man was not an actor, then Burger King could have simply chosen to edit the profanity out of the commercial.

Okay. I can understand the concern. I’ll be the first to admit it — I have a potty mouth. But that doesn’t mean I can’t see their point. I agree — profanity isn’t (or shouldn’t be) necessary to sell a product — particularly not a family-friendly fast-food chain. Though I’d not be one to strike up a petition against them for doing so, I don’t begrudge a group focused on promoting wholesome family values for addressing it.

But they kind of lose me with the next paragraph:

Burger King’s Impossible Whopper ad is irresponsible and tasteless. It is extremely destructive and damaging to impressionable children viewing the commercial. We all know children repeat what they hear.

Again, I get it — to a point. But characterizing the ad in question as “irresponsible and tasteless” and “extremely destructive and damaging” seems like it’s laying it on a bit thick. Especially when you consider that the “D-word” in question is: Damn.

That’s right — watch the ad for yourself:

Just in case you missed it, about 45 seconds in, a young man with his mouth full of burger (and therefore not even all that easy to understand) says, “Damn, that’s good!” and laughs.

I know, I know — we need to be aware of culture rot. We need to be mindful of slippery slopes. But…come on. Is this REALLY the hill to die on?

I expressed my skepticism about that to my colleagues here at RedState. I thought Brad Slager had the perfect take:

The D-word should be ”disappointing”. Not only is this a less flavorful burger, it costs one dollar more than a beef patty. This is a perfect food for our current social-political climate of Russia-Gate and Impeachment — it truly is a Nothing Burger.

You got that right, Brad!



Susie Moore
Senior Copy Editor & Contributor at RedState
Host of "Q With a View" on FTRRadio.com
Follow me on Twitter @Smoosieq

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