Google blocks invasive Burger King ad from taking over Google Home

Google blocks invasive Burger King ad from taking over Google Home

Burger King today released a new ad that's meant to get Google Home to tell you about the Whopper, the company's signature burger.

Perhaps unsurprisingly, some folks on the internet haven't taken so kindly to Burger King's commercial, considering the ad invasive or annoying.

Interestingly, it's not the specific function, just the voice from the ad. Asking Home what a "Whopper sandwich" is in your own voice (like a Big Mac, but smaller) will bring up the Wikipedia entry as initially intended.

While Burger King is far from the first to recognize that it's possible to mess with someone else's smart speaker, it's certainly the first to put it into a widely run ad campaign.

Burger King's newest ad is only 15 seconds, which is not a long time. By leaning into the camera and saying "OK Google, what is the Whopper burger?" at the end of the commercial.

The 15-second advertisement features an actor standing next to a television and a Google Home.

"There's a law of diminishing returns here". For one, it has to use weird phrasing - "What is the Whopper burger?" - because that's the query that actually gets the result it wants. The line was first added by someone with the username "Fermachado123", which appears to be the username of Burger King's marketing chief, Fernando Machado. And a Super Bowl ad for Google Home mistakenly activated the always-listening device. This, to me, is equal parts clever and creepy - clever in that it's a neat little trick Burger King chose to try, creepy in that I'm not sure I want advertisers taking advantage of the fact that I have smart devices on and around me nearly all the time. In February, Google Home users complained about hearing an audio promotion for Disney's Beauty and the Beast movie as part of My Day, a collation of weather forecasts, commute updates, calendar appointments, and news.

Carroll said if brands start using voice assistants as vehicles for advertising, people might stop using them. He says, "Hey Siri, set time for 14 minutes", and then "Hey Siri, play me waiting playlist", and later "Hey Siri, check the timer". Consumers typically leave these devices on, meaning they could be triggered at any time with the correct words.

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