King Philippe of Belgium is bent out of shape over a new Burger King ad campaign asking for people to choose between the reigning monarch and the fast-food titan in a “who’s the king” contest. A message on the site reads: “Two Kings. One crown. Who will rule?”
In addition to including a goofy likeness of the 57-year-old king — who was crowned four years ago — the interactive website has some hilarious prompts for people who vote for Philippe (obviously, some meaning is lost in the English translation):
Once you hit “yes,” the site asks you another odd question — and the yes button is so tiny:
And it’s impossible to click “yes” as the answer to this next question, because the button keeps jumping around.
A spokesperson for King Philippe tells Reuters: “We told them that we were not happy with them using an image of the king in their campaign.” Meanwhile, a rep for the company that’s bringing Burger King to Belgium explains: “We are deliberating on how to proceed... Should we make a change to our campaign we would communicate that.”
Burger King is slated to open its first location in Belgium next month.
Update, 6/2: Burger King has pulled its king-trolling ad campaign “after a conversation with the palace,” according to Reuters.
• Who Is the King [Official]
• 'We are not amused': Belgian monarchy angered by Burger King [Reuters]
• Belgian King “Not Happy” With Burger King’s Effort To Unseat Him [Consumerist]
• Burger King Has Pissed Off Belgium King [Jezebel]