At least, that's the premise of this recent addition to agency CP+B's weird "King" series of commercials that have re-energized the BK brand by appealing to a narrower demographic of young men who grew up on "Jackass'.
The "crazy" King is par for the course on this campaign, in which a bizarro version of the restaurant's mascot stalks patrons and does all kinds of un-Ronald-like things. But the total focus on how "crazy" he is acting in this spot has upset two leading American mental health organizations.
The Seattle Times reports that the National Alliance on Mental Illness and Mental Health America have both spoken out against the nature of the ad.
"I was stunned. Absolutely stunned and appalled," said Michael Fitzpatrick, executive director for the National Alliance on Mental Illness[...]
He called the ad "blatantly offensive" and hopelessly retrograde in its depiction of mental illness, adding that the commercial could lead to further stigmatization, the primary barrier for individuals to seek out treatment.
"We understand edgy," Fitzpatrick said. "But this is beyond edgy. Way beyond."
Considering the ongoing struggle for people mental illness to be treated with the same respect as the physically ill, I think he has a point. But I wonder if this new sensibility will signal the end of an era for how used car dealers market their wares...