Just read this article, linked by Kit, and still have mixed feelings. So to promote the Whopper, CPB has traveled to lands where locals lips have never tasted the Whopper and made a documentary about Whopper virgins.
This is, for lack of a better description, do-advertising, the kind that sparks controversy and makes you go "wow, those guys are really smart", the kind that you wish you could do because it takes advertising from the realm of couches and "deep thinking" creatives and into the real world.
I loved their previous attempt (up), I thought it was wonderfully powerful but somehow, since we are the "virgins" in this one I feel kindof 'colonialized'... the feeling of being a "weirdo" being shown the ways of the modern world by cool advertising people from the states in their camper shoes and wielding their sharpie pens, makes me wanna...well, not eat a whopper.
LATER EDIT: just watched the whole doc on the website. whopper people, if you're reading this I hope you know the agency is pulling your leg. Never in a million years would Romanians on a normal day wear those outfits. not so clean and starched at least. So, while it may be an interesting piece of advertising, it's a shoddy piece of research :-) which kindof defeats the whole purpose, doesn't it?
communication is essential to business making and it involves more than the ability to name your product, write a tag line or a press release. It's an intricate, rational and scalable effort and, let's face it, not anyone can do it.