Thursday, 27 April, 2017

Burger King's 'OK Google' ad wakes up devices - and prompts complaints

Burger King's New Ad Will Hijack Your Google Home Get Ready to Throw Your Google Home at a Wall: Burger King Just Created This Crazy Commercial
Lucas Bell | 13 April, 2017, 02:06

In the 15-second clip, a BK employee says that he doesn't have enough time to name all of the ingredients in a Whopper.

Spamming people with search results for flame-broiled burgers is not what Google had in mind with when it launched the device, and the Burger King commercial, which is the work of the ad agency David, was not done in partnership with Google. It appears that Google Home will continue chatting even after the commercial ends.

In a demo, the ad prompts a Google Home voice-activated speaker to start reading a description of the Whopper from Wikipedia.

We've reached out to Google for confirmation of the action, which was likely just a quick fix on the server side created to block a specific waveform, perhaps leveraging similar functionality to block out its own ads.

"OK, Google, what is the Whopper burger?" he says.

Smart assistants like Google Home and Amazon Echo are meant to simplify our lives by controlling apps, services and information with our voice.

Burger King's newest ad is only 15 seconds, which is not a long time.

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It really hasn't been a good week for brands, and though Burger King hasn't physically assaulted anyone here, it's natural to feel personally assaulted by advertisements in the home on a device you had originally thought was for personal use.

Burger King assaults Google Assistant on your Pixel, too.

But Burger King's hijacking introduces a new concept - an outsider controlling your assistant from the TV. Earlier this year, a news anchor accidentally triggered Echo devices belonging to viewers, causing them to order dollhouses. When Business Insider tested it out, they experienced the same thing.

The ad wasn't done in partnership with Google.

One month after Google Home users were subjected to an ad for Beauty and the Beast, Google's smart speaker is once again the target of some advertising.

The page also now contains references to the controversy itself and subsequent Wikipedia editing, because the internet is a snake that perpetually eats its own tail.

"I think it's going to backfire if it keeps happening", he said. That should make you want to rush out and get one, surely.

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